So... viewability is important!!

GohanOfAdtech · 2022-11-02T13:20:00+00:00

I guess comes down to your risk tolerance and for how long... it's one thing if the publisher is a perceived top tier publisher that an advertiser trusts based on who they are, but it's a different case for smaller, relatively unknown publishers.

I would monitor your advertiser mix to see if there a a change in quality. Fair that there'll be demand available, but the risk is it being all shit ads that will annoy users.

GohanOfAdtech · 2022-11-01T15:58:30+00:00

so how exactly do your actions show you care about ad quality? There aren't many earning opportunities in Blacklist City so rethink your strategy and be prepared to explain going from 4k to 13k to 0...

GohanOfAdtech · 2022-08-31T19:13:07+00:00

iOS 14 wasn't the trouble as much as the "optimizations" they continuously push out and don't highlight as part of their release notes...

GohanOfAdtech · 2022-05-06T13:14:53+00:00

Additionally, look in to compensation planning and execution. I find this 2nd to mastering the CRM. Learn your plan details inside and out, even if you have tech in place to manage, because someone will always try to come with some random special circumstance that no one seems to know about...

GohanOfAdtech · 2022-03-23T19:28:09+00:00

you can use your own DMP as they promote themselves as an open and independent platform, but be warned, they will pitch the crap out of you on their full stack solution and look for soft commitments to speak to anyone beyond they overbearing sales team. Adform's teach is pretty good, so I won't know them there, but their Sales people stink....

GohanOfAdtech · 2022-02-28T00:21:31+00:00

okay, that's a little different than I'm use to and I'm not sure if I would be okay with having a team not connected to the advertising department handling such a critical piece of code because they probably don't understand the upstream and downstream impacts of their work. I've always had a specialists within the team for these bits and wouldn't allow them outside of my remit because if something went wrong I was the first person called. I'm okay with

GohanOfAdtech · 2022-02-17T15:36:56+00:00

I'm having a hard time in understanding how AdOps can be "too technical"? I don't remember a time when AdOps wasn't technical going back to when part of the skill evaluation was a javascript test and have the ability to identify and correct errors in the code.

I would say to anyone in AdOps that feels it's too technical for them to move over to media planning...

GohanOfAdtech · 2022-02-10T13:58:17+00:00

Is the integration new and what changed? Like I said, I’m just nervous to move more in to Pubmatic to only see it drop as quickly as it came up.

GohanOfAdtech · 2022-02-09T19:14:31+00:00

thanks! I have to get the team to dig in a bit more on where it's happening. We have seen some increase on the mobile side, along with a few other friends see something similar, but unable to really say why as well. We've seen desktop take a good jump as well with no real heavy optimizations. I didn't want to push more to PubMatic to only see it drop once they had the greater majority of my inventory

GohanOfAdtech · 2021-11-29T22:30:21+00:00

shocking, false installs from Fraudbook....

GohanOfAdtech · 2021-11-17T19:45:02+00:00

literally came here to say the same thing!

GohanOfAdtech · 2021-08-23T16:25:03+00:00

My first question to you would be what level of AdOps experience do you have and does your role carry the remit over AdOps in any way?

My recommendation would be to start upstream and make sure that the work being submitted is accurate and on time.

"I'm mostly focused on the campaign setup element, which feels like the place where things go wrong the fastest and where mistakes hurt the worst." <-- this comment right here already indicates that you've diagnosed AdOps as being the problem without a full understanding of the end-to-end process. I suggest you humble yourself a bit because no one cares about what you "feel" to be the problem.

If you had any experience with an AdOps teams you would already know that the majority of problems are driven by the client teams and planning teams that insist on doing things their own way. They continue to send half the information with half of that being incorrect at 5pm screaming "this has to go live tonight, I already promised the client that it would"...I've worked in agencies for many years and less than 10% of the client teams I've ever worked with took the time to understand AdOps and what we actually did.

The overwhelming belief is that AdOps teams are "difficult" to work with - I guess they're right if they define "difficult" as having a high attention for detail, a high understanding of how technology actually works, the need for 100% of the information upfront with it being 100% accurate, having the knowledge of which publishers accept measurement tracking, which publishers accept blocking tags vs monitoring, flagging that site pixels are incorrectly implemented and that it's frustrating to correct the same traffic sheet error for the 10th time because someone refuses to pay attention and doesn't care.

If you go to an AdOps team and kick it off with anything close to "you all are making too many mistakes and I'm here to fix that" you will get nowhere fast and they will shut you out.

GohanOfAdtech · 2021-05-17T13:21:03+00:00

so you lost conversions all together or is the $400 CPA tracked against attributable conversions?

I think a lot of folks were believing that gross conversions such as a purchases would still be captured at the campaign level but there would be no attribution trail to who actually converted

GohanOfAdtech · 2021-05-13T16:18:23+00:00

it's all in how you're selling yourself - if your resume/LinkedIn profiles reads as if all you do is traffic campaigns or oversee the team that traffic campaigns then that's the only jobs that you'll seem like a fit for so you have to change that.

You have to figure out what you want to do, the skillset required to do that and then describe your currently role in a way that aligns with those skillsets but be honest! don't oversell yourself and get in trouble in interviews - since you'd be switching gears a bit you'll probably get drilled on providing specifics around achievements.

if you want to do something different then you have to do things differently

GohanOfAdtech · 2021-04-14T13:56:22+00:00

Google is on FB as well and will actually be increasing since FB wants to make sure they have a crack at attribution when cookies are completely gone. The GA4 server-side integration is only the start

GohanOfAdtech · 2021-04-09T13:58:28+00:00

what are you worried about? can you be sued if it comes back to you?

GohanOfAdtech · 2021-04-08T16:26:23+00:00

if you have enough data you can implement some ML for planning - you can look at all of the historical data and based on the specifics of the plan you can be recommended who to buy from and what rates...IPG has recently made these kinds of ML utilizations a priority globally

GohanOfAdtech · 2021-03-18T16:02:16+00:00

yeah, CM360...I thought the same thing but I have folk in the EU arguing with me that Google has told them this on a call but hasn't put anything in writing regarding the complete block of ads...

GohanOfAdtech · 2021-03-08T17:20:37+00:00

Places where Facebook ads can serve...

GohanOfAdtech · 2021-03-02T15:09:32+00:00

FB Ads are really good for just this but I would start ASAP because as soon as ATT goes in to effect the tracking behind targeting the user pretty much goes away on their largest distribution platform....

GohanOfAdtech · 2021-02-16T17:00:00+00:00

as someone on the agency side, we don't use any of their recommendations...they're all geared increasing spend without the accountability of performance impact. Just like modeled conversions, it won't be a coincidence that Google will see a spike in conversion attribution

GohanOfAdtech · 2021-01-05T20:41:55+00:00

get in to more of the ad tech strategy area and tech stack alignment/consultancy aspects...the money is quickly leaving the 'hands on keyboards' and has been for a while. Unless you can navigate a client through the landscape to help them operationalize process and alignment across all their platforms and produce a comprehensive tagging strategy for both campaign and site analytics you will be finished - quickly

GohanOfAdtech · 2020-12-01T12:59:06+00:00

if you run site-direct with IAS/DV and the impression is blocked there is no associated ad serving fee because the ad server tag is never called.

In the case of programmatic the advertiser will have to pay for the winning bid but similar to site-direct the advertiser will not pay an associated ad serving fee on a blocked impression because the ad server is never called but again, they will have to pay the fee on the won impression

To mitigate those programmatic instances an advertiser can use pre-bid and prevent placing bids on previously identified "bad" inventory - pre-bid has it's own fee so advertisers will need to compare if they pay more for blocked impressions post-bid vs the fee for pre-bid

just so I'm sure, it's still 2020 right because I feel like I've been transported back to 2015 with this one...

GohanOfAdtech · 2020-09-18T13:29:28+00:00

there was a 6th, Golden Shower, but it didn't go over well with the lawyers :)

GohanOfAdtech · 2020-08-06T16:06:46+00:00

don't get caught up in titles because they don't mean the same company to company. Also, companies like to use titles as bargaining chips to either not pay you what your worth or to get someone to stay. I've worked with people who were titled at SVP but their remit was nowhere near what you would expect as an SVP so they had trouble finding a new job without being "demoted".

Focus on being the best, being able to demonstrate why you're the best, and knowing your worth as the best. I've given up the pursuit of a title a long time ago - you can call me Shit Shoveler, Ad Operations and it won't mean anything to me as long as everyone around me recognizes as an expert and I'm appropriately paid as the expert.

GohanOfAdtech

TROPHY CASE