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Ad_operationsAdvertising makes up a crucial part of developing a successful online presence and bringing in new revenue. Any thriving marketing expert or publisher must employ an effective ad operations company if they want to make sure that everything continues to go smoothly with their future strategy. However, although some people already know how important ad operations may be, others are left wondering what it's actually for.

Ad operations teams work with online and digital strategies to help publishers manage their advertising campaigns and maximize potential revenue. Digital advertisers may offer anything from display advertising in the form of rich media and banner advertising, to search marketing, text advertising, mobile ads, and video advertising. So once you've established just how important ad operations actually are to your business, how do you ensure that you can keep your team happy?

1. Close The Gap Between The Sales and Ad Ops Teams

Although most organizations are aware of just how important their online advertising efforts are today, many sales professionals still consider ad operations to be a behind-the-scenes departments that should simply do what they're told, when they're told to do it. The truth is that ad operations teams deserve more respect than this, as they are a vital component of any company that hopes to generate significant revenue through Internet advertising. Without feedback from the ad operations team, sales teams would struggle to properly package and price inventory, and publishers would have trouble finding the perfect balance between content and creative ads. A large part of keeping not only your ad operations team happy, but your entire organization running smoothly is ensuring that everyone understands the benefits of the other contributors to the business.

2. Stay Up To Date

Another way to make sure that you keep your ad operations team happy is to ensure that you're up-to-date with the latest in industry innovations. Don't be afraid to try new ideas and come up with new plans, as concepts that might have worked well a few years ago may not necessarily be the best solution today. The online advertising industry as a whole is still in the process of evolving, transforming from a chaotic collection of information into an organized selection of guidelines and standards that should be followed. Keeping yourself aware of the latest innovations - be it in the form of work flow management tools, video technology, or rich media formats, will ensure that your ad operations team, and your company can maintain a competitive edge.


3. Offer Opportunities to Learn

One of the primary reasons why IT enthusiasts and advertising experts decide to get involved in ad operations is that it offers plenty of new and exciting opportunities to learn new things and develop new skills. The great thing about Ad Ops is that almost everyone else in the company depends on the people within that team for something, meaning that your Ad Ops team remain constantly challenged. If you want to give them a working experience that they can really enjoy, try to make sure that there's always opportunities available for them to enhance their skills, learn new talents, or discover new ways of working that they hadn't considered before.

4. Build a Community On Cooperation

If you've recently started working with an ad operations team, then one thing you will quickly discover is that this particular industry has more of a tight-knit community than any other realm of digital advertising. The amount of interaction and cooperation that needs to take place to ensure that plans run smoothly and advertisements go out in a way that is the most beneficial to the company in question means that relationships are built fast and strong. Keeping your ad operations team happy means encouraging that community to grow and thrive. This could mean ensuring that the people within the team have their own space to plan, brainstorm, and communicate, or simply ensuring that they have access to each other for feedback no matter what. Similarly, it's worth ensuring that you have a plan aside for resolving conflict in an efficient and peaceful manner - just in case something goes wrong in the future.

5. Offer Job Security

Finally - perhaps the best way to make sure that any employee feels happy and comfortable in their job is to ensure that they know how valued they really are. In this ever-changing world where the global economy continues to struggle, and the job market gasps for air, professionals of any industry want to feel like they have some sort of security. Usually, Ad Operations offers a relatively secure position for most people with the right experience and talent, as the chances are that your advertising needs are likely to evolve and progress - but remain present throughout the years.

Topics: Online Advertising, Ad Ops, Ad Trafficking, Ad Operations

Tim Nichols

Written by Tim Nichols

Tim Nichols is a founding partner at ExactDrive, a digital media buying agency with white label, reseller and managed service options available. ExactDrive plans, manages, and optimizes online advertising campaigns with the objective of delivering measurable value and empowering clients to find precisely targeted audiences. ExactDrive has offices in Minneapolis, MN, Milwaukee, WI and SouthWest Florida.

Tim Nichols is also a contributing author on Forbes.com.

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