Doug Wintz has a nice article about common ad operations disasters that can occur for publishers who are large enough to have sales and ad operations teams.
Since this is usually one of the largest revenue streams for publishers, it’s always been surprising to me you don’t see more discussion about how to optimize and improve this area of business. The technology in this area has been pretty slow to improve until the last few years. Now the major players are all building new and improved ad serving technology that should help improve ad operations for publishers who are forward thinking and embrace the new tools out there.
- Related Blogs on ad server
- Online-Video Ad Spend: Optimistic But Still “Sculpting Fog”
- Google Ad Manager