Ad operations are complex and this complexity is inherent to the programmatic ecosystem. In case you’re planning to create your own ad network, you can’t underestimate ad ops role because the way you optimize ads and workflow impacts platform profitability and your revenues as well as revenues of your partners. Time to find out what is ad operations and why your ad stack may need them.

What is Advertising Operations (Ad Ops)

Ad ops can be referred to as the process of support, management, and maintenance of online ads delivery. Ad operations don’t leave the well-being of your ad network to a mere chance. If you have ad ops it means that in your organization the team members from various departments work side-by-side to ensure stable and profitable operation. 

Together these people are directly in charge of profit generation for your network. The tech teams deal with code, ad servers, and all kinds of tech tasks. Business development works with sales and partner relationships. Accounts optimize ads, analyze, and configure overall campaign workflow for clients. In other words, ad ops is an ongoing relationship between technical dep, business development, and account ad ops team that work for the greater good of your business.

Digital Ad Operations Aspects - What Do Those Include? 

Digital ad operations are the part of ad ops process that utilizes the system for delivery and management of digital advertising. It can include various types of tasks: from traffic optimization to balancing traffic costs and matching supply with demand. The operations department should be maintained by ad operations team: developers, support team, and account specialists.

In case you want to ease ad operations and bypass challenges of building advertising platform from scratch, opt for a white-label solution like SmartHub - it saves essential resources and time for platform building, designing, licensing, and establishing integrations, e.g OpenRTB. 

Built from the ground up the platform enables the creation of a self-branded open marketplace that can be launched by the enterprise in less than a month. With this platform, you can increase standards of media purchasing and generate more money on partners’ traffic. 

SmartHub solution will be plugged in as a complex service concept - our technical professionals will install the RTB-connected platform with essential modules, provide you with guides, manuals and continuing advice regarding usage, optimization, and performance (via video calls). 

How to Make Ad Network Perform Better with Digital Ad Ops

Advertising operations with SmartHub can significantly ease advertising campaign execution, elevate the media-trading outcomes and release the platform owner from potential technical issues. In order to maximize revenues on your advertising platform, it is essential that your team could have all the right tools in place. 

Let’s get this straight - what is ad server? Ad server is the core of the ad network that keeps workflow smooth: it organizes creative delivery, rendering, ensures delivery speed, creative sequencing, supports auctions, reporting, and many other operations. A well-managed ad server is a guarantee of stable ad network workflow and seamless creative rendering. The most important task for your ad network is to ensure that servers are always healthy. For instance, when the number of incoming QPS exceeds the limit on SmartyAds White Label ad exchange (SmartHub), the system automatically notifies the admin about it so that they could prevent server overload and change QPS plan.

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There’s no denying that OpenRTB 3.0 protocol enables quick and easy partner connection, however certain SSP partners inside of your network may still require VAST tags standard integration. In such a case it is important to have a technical professional by your side who could configure custom partner integration along with general endpoints for RTB partners. Using SmartHub functionality admins can do it quickly using links to GET requests. When the connection is established, the system will translate requests from SSPs into OpenRTB format and send them to DSPs. Then the responses will be converted back into XML VAST and sent to SSPs. 

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Ad fraud prevention is the first procedure you need to practice on your network in order to avoid advertising money loss. Adx.txt, app-ads.txt, ads.cert, sellers.json are those standards of IAB that were released in order to protect digital inventory from fraudsters. For instance, when your ad network has available sellers.json files like SmartHub, ad managers can publish it for SSPs. The file will list all legitimate sellers and resellers of inventory from each SSP. The DSPs will access the file and easily discover who the requests really belong to. 

Quality is an essential characteristic of traffic that makes DSP partners want to obtain it form your platform, that’s why it is important to have a real-time traffic scanning system like Protected Media on SmartHub. However, there are plenty of other ways your ad managers or ad ops advertising professionals should navigate and shape up the traffic. SmartHub has an in-built traffic throttling system that analyzes DSPs’ bid responses to monitor what kind of traffic each DSP bids on. The more DSPs bid on certain GEOs, the more relevant traffic will be attributed to DSPs. 

For successful platform functioning, it is important to know which digital ad formats and ad campaigns generate the highest profits. By revising statistics in SmartHub platform admins can investigate the revenues brought by formats during the period. See how much money ad formats brought today and compare them to yesterday’s performance utilizing convenient stats in the dashboard. Demand side SmartHub

To wrap it up

Ad ops advertising enables ad network owners to overcome possible pitfalls of solution functioning. In the same way, these professionals can make the workflow on the platform easy and seamless. Instead of learning all technical aspects of platform operation and workflow management, businesses can set up a fully serviced SmartHub platform and focus on strategic business planning.

In its turn, SmartHub is so easy to use that can make your ad operations much easier and manageable.

Our specialists can provide full dev support, technical support during integrations, and third-party data-provider integrations for a non-standard partner connection. We will design and deploy your ad serving architecture according to the needs and objectives that you have in mind. 

Ease your ad ops with SmartHub and earn more from partners' traffic! 

Written by
Oleg Tymchyshyn, Head of SaaS Sales and Business of SmartyAds
October 2020