Probably, if you survey advertising industry workers about "What do AdOps do?", each answer will be unique. Despite being the backbone of the industry, the term itself is quite vague. If you try to search on Google, you'll encounter many different definitions.

What Do AdOps Do?

AdOps professionals are like the Swiss Army knife of the advertising industry. Depending on which part of the advertising chain they work in, their duties and tools can vary significantly. Essentially, it's three different professions under one title. On one hand, they may manage and optimize ad campaigns on the advertiser and DSP side. On the other hand, they may attract effective traffic and maximize profits for AdExchange or SSP owners. Thirdly, AdOps may handle everything related to ad placement and optimization on the publisher side.

AdOps for DSP and Advertisers

AdOps specialists play a crucial role in managing and optimizing advertising campaigns on the DSP and advertiser side. Their duties include:

• Setting up and managing ad campaigns. AdOps handle campaigns from start to finish: from uploading creatives to the ad platform to final reporting.
• Optimization. AdOps continuously monitor and analyze campaign statistics, making changes to improve metrics like CTR and/or ROI.
• A/B testing. Conducting various tests to determine the most effective creatives and targeting strategies.
• Resolving technical issues. Ensuring correct ad display, functioning of tracking tools, and addressing other technical issues.
• Data analysis and reporting. Preparing detailed reports during and after the ad campaigns.

AdOps for SSP and AdExchange

AdOps specialists working on the SSP and AdExchange side focus on maximizing revenue from ad impressions and attracting quality traffic. Their duties include:

• Managing inventory. Optimizing ad inventory to increase profitability and fill rates.
• Quality control of traffic. Ensuring ad inventory meets quality standards and preventing ad fraud.
• Traffic monetization. Developing monetization strategies, attracting advertisers interested in quality inventory, and attracting this traffic.
• Data analysis and optimization. Using data to identify effective ad inventory and discard ineffective ones according to advertisers' demands.

AdOps on the Publisher Side

For publishers, AdOps specialists play a key role in managing and optimizing ad space on their websites. Their duties include:

• Ad placement. Managing ad tags, setting up ad units, and ensuring correct ad display on the site.
• Revenue optimization. Using data and analytics to select the best ad partners and strive to increase publisher revenue.
• User support. Addressing issues related to ad display on the publisher's site, ensuring a positive user experience, and minimizing the impact of ads on site loading speed.

The Importance and Role of AdOps in the Advertising Industry

AdOps play a crucial role in ensuring the daily operations of the advertising industry. Thanks to their efforts, advertisers can achieve their goals of reaching and engaging audiences, SSPs and AdExchanges can attract quality traffic and maximize revenue, and publishers can effectively monetize their audience while ensuring a positive user experience.

Conclusion

AdOps specialists are the unsung heroes of the advertising industry. They work behind the scenes, ensuring the successful operation of all parts of the advertising chain. Their work requires deep technical knowledge, analytical skills, and the ability to solve complex problems. Without their contribution, the modern advertising ecosystem would be impossible.

Other materials on this topic:

• Artificial Intelligence in AdOps: Assistant, Not Replacement
• Future of AdOps and AI