What is an Ad Operations Specialist?

Daily Responsibilities for Entry Level Ad Operations Specialists

Entry-level Ad Operations Specialists are tasked with the foundational work of ad campaign management, ensuring that ads are delivered correctly and efficiently. Their daily activities are centred around learning and supporting the ad operations process.

• Setting up and trafficking ad campaigns in various ad serving platforms

• Monitoring campaign performance and flagging issues

• Performing quality assurance checks on ad creatives

• Assisting with basic reporting and data collection

• Collaborating with sales and client services teams to fulfil campaign requirements

• Learning about industry standards and best practices in ad operations

Daily Responsibilities for Mid Level Ad Operations Specialists

Mid-level Ad Operations Specialists take on more responsibility, focusing on optimising ad delivery and analysing campaign performance to meet client goals. They work more independently and may start to manage smaller accounts or aspects of larger campaigns.

• Optimising campaigns for performance and cost efficiency

• Developing and implementing A/B testing strategies for ad creatives and placements

• Collaborating with advertisers and internal teams to troubleshoot campaign issues

• Creating detailed reports and insights for clients and internal stakeholders

• Recommending strategies for campaign improvement based on data analysis

• Managing relationships with ad technology vendors and exploring new tools

Daily Responsibilities for Senior Ad Operations Specialists

Senior Ad Operations Specialists are leaders in the ad operations team, overseeing large campaigns and strategic initiatives. They are involved in high-level decision-making and play a significant role in shaping the ad operations strategy and contributing to the overall success of the organisation.

• Leading the development and implementation of ad operations policies and strategies

• Managing a team of ad operations professionals and overseeing large-scale campaigns

• Working closely with sales and marketing teams to align ad operations with business objectives

• Conducting in-depth analysis of campaign data to drive strategic decisions

• Identifying opportunities for process improvement and implementing solutions

• Mentoring junior staff and contributing to their professional development

Ad Trafficker

Ad Traffickers are the logistical wizards of the Ad Operations world. They are responsible for setting up and managing ad campaigns in the ad server. This includes the meticulous tasks of uploading creative assets, setting targeting parameters, and ensuring that campaigns go live as scheduled. Ad Traffickers must be detail-oriented and have a strong understanding of ad serving technologies. They act as the first line of defence against any technical issues that may arise, working closely with account managers and clients to troubleshoot and resolve problems quickly. Their role is essential in maintaining the flow and delivery of advertising campaigns.

Inventory/Yield Manager

Inventory/Yield Managers specialise in maximising the revenue generated from digital ad inventory. They analyse performance data, manage ad placements, and make strategic decisions about pricing and inventory allocation. These specialists have a keen understanding of market trends and use this knowledge to optimise fill rates and eCPMs (effective cost per mille). They often work with programmatic platforms and must balance the needs of direct sales with those of programmatic demand to ensure the best overall yield for the publisher. Their role is crucial in maximising the profitability of online advertising for publishers.

Programmatic Ad Operations Specialist

Programmatic Ad Operations Specialists focus on the automated buying and selling of ad inventory. They manage and optimise programmatic campaigns, working with Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and Ad Exchanges. These specialists must understand the intricacies of real-time bidding (RTB) and programmatic direct deals. They are adept at analysing data to improve campaign performance and are often involved in setting up private marketplace (PMP) deals. Their role is vital in leveraging technology to streamline the ad buying process and achieve efficient, targeted ad placements.

Ad Operations Analyst

Ad Operations Analysts are the data gurus who focus on the analysis and reporting aspects of digital advertising. They collect and interpret data from various sources to provide insights into campaign performance, audience behaviour, and inventory utilisation. These specialists create reports that help sales and operations teams understand what's working and what's not, enabling data-driven decisions. They often have a strong background in analytics tools and are skilled at translating complex data sets into actionable recommendations. Their role is key in informing strategy and optimising the overall effectiveness of ad campaigns.

Ad Tech Engineer

Ad Tech Engineers are the technical experts who specialise in the development and maintenance of ad serving systems and technologies. They work on the integration of ad servers, DSPs, SSPs, and other ad tech platforms. These engineers must have a deep understanding of ad tech infrastructure and are often involved in troubleshooting technical issues, implementing new features, and ensuring system scalability. They collaborate closely with Ad Operations teams to automate processes and improve the efficiency and accuracy of ad campaign execution. Their role is critical in maintaining the technological backbone of digital advertising operations.

Ad Operations Specialist Work Environment

The work environment for Ad Operations Specialists is typically fast-paced and deadline-driven, often within digital agencies, media companies, or in-house marketing departments. The setting is collaborative, requiring constant communication with sales teams, clients, and other stakeholders to ensure campaigns are executed flawlessly. Many Ad Operations Specialists work in office settings, though remote work has become more common, allowing for flexibility in work location while maintaining close virtual collaboration with team members and clients.

Ad Operations Specialist Working Conditions

Ad Operations Specialists usually work full-time, with the expectation of additional hours during critical campaign launches or when troubleshooting urgent issues. The role involves a significant amount of time in front of a computer, managing ad placements, analysing performance metrics, and optimising campaigns for better results. The nature of the job requires a high level of organisation and the ability to prioritise tasks effectively. While the work can be intense and sometimes stressful, it also offers a sense of accomplishment when campaigns perform well and client objectives are met.

How Hard is it to be an Ad Operations Specialist?

The role of an Ad Operations Specialist can be demanding due to the technical nature of the work and the need for precision. Specialists must be adept at using various ad tech platforms and have a strong understanding of the digital advertising ecosystem. They must also be able to quickly identify and resolve issues that could affect campaign performance. The job requires a blend of technical skills, attention to detail, and the ability to work under pressure.

Despite the challenges, many Ad Operations Specialists thrive in this dynamic environment, enjoying the problem-solving aspects and the satisfaction of driving successful advertising campaigns. It's a career well-suited to those who are technically inclined, enjoy continuous learning, and are eager to stay ahead in the ever-evolving landscape of digital advertising.

Is an Ad Operations Specialist a Good Career Path?

Being an Ad Operations Specialist is a solid career choice for those interested in the intersection of advertising and technology. The demand for skilled specialists in this field is growing as digital advertising becomes increasingly complex and integral to business success.

Ad Operations Specialists often have clear paths for career advancement, moving into roles such as Ad Operations Manager, Programmatic Manager, or even into broader digital marketing positions. The role offers competitive salaries and the opportunity to work with cutting-edge advertising technologies. With digital media consumption on the rise, the role of an Ad Operations Specialist is more important than ever, providing a career that is both challenging and rich with opportunities for growth and specialisation.