Ad operations (also known as ad ops) is managing and executing advertising campaigns. It involves the technical setup, management, and optimisation of ad campaigns across various channels and platforms.
The role of ad operations is to ensure the seamless delivery of ads to the right audience at the right time across different channels and platforms. This involves managing the technical aspects of the ad-serving process, such as ad trafficking, ad targeting, and campaign optimisation.
Ad operations professionals work closely with creative, media planning, and analytics teams to ensure that campaigns are set up correctly, and performance is tracked and optimised in real-time. Overall, ad operations play a critical role in maximising the effectiveness and efficiency of advertising campaigns.
Efficient campaign execution: Ad operations help ensure campaigns are executed smoothly and efficiently. This includes ad trafficking, creative optimisation, and troubleshooting technical issues.
Improved targeting: An ad ops function allows marketers to target their campaigns to specific audiences based on location, demographics, interests, and behaviour. This helps increase the relevance of ads and improve campaign performance.
Enhanced tracking and reporting: Ad operations include implementing tracking codes and collecting data to monitor campaign performance. This information can be used to optimise campaigns and improve ROI.
Scalability: Ad ops allow marketers to manage large-scale campaigns across multiple platforms and channels. This helps maximise reach and improve campaign efficiency.
Ad operations benefit from creative automation platforms in several ways. Firstly, innovative automation platforms can streamline and automate the ad creation process, allowing ad operations teams to produce high-quality, personalised ad creatives at scale. This can save time and resources while improving ad performance, allowing for more targeted and relevant messaging.
Additionally, creative automation platforms can help with ad trafficking and campaign management by automating the delivery of creatives to different channels and publishers and providing real-time performance tracking and optimisation. This can help ad operations teams quickly identify issues or opportunities and make necessary adjustments to improve campaign performance.
Finally, creative automation platforms can help to ensure compliance with industry standards and regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), by providing tools for managing data privacy and consent across different ad channels and platforms.
Creative automation platforms can help ad operations teams streamline and automate their workflows, improve campaign performance, and ensure compliance with industry regulations.