Ad Ops Trends: Discovering the Top Strategies Shaping the Future

In a quickly evolving industry, staying ahead of change spells success

The digital media industry continues to face significant challenges, from targeting and measurement to data collection and format proliferation. Within media businesses, these issues are particularly consequential for Ad Ops teams, the backbone of a media company’s monetization strategies.

In a dynamic industry, Ad Ops teams must constantly evolve or risk falling behind. That’s why it is so crucial for leaders in this area to keep up with evolving trends, identify opportunities for transformation, and get ahead of any issues before they impact efficiency or the bottom line. 

At Boostr, we’re in the business of creating efficiency at media companies. Working with top publishers all over the world, we have front-row seats to innovation in the industry. Here, we’ve compiled some of the most important trends we’re seeing in Ad Ops and offering insight into what they might mean for your business. 

Data is king 

Ad ops teams are increasingly indexing toward the strategic side of the business as publishers lean on data to improve revenue workflows, optimization, and performance while deepening relationships with their partners. 

The industry has long benefited from the wealth of third-party data for targeting and measurement, but, of course, those practices necessarily began to shift in anticipation of a cookieless future. First-party data is now a critical piece of any publisher’s strategy, particularly in programmatic advertising, as practices such as audience extension and private marketplace (PMP) curation grow in popularity. These tactics give publishers an opportunity to use data to improve CPMs.

It is one thing to collect first-party data—but another to leverage it. Media companies must change the systems that support their operations. With this data renaissance comes digital transformation, a process increasingly buoyed by AI. Media companies need to invest in technology to maximize data utility and support engagement, performance, and predictive analytics.

Skill sets are shifting 

As the manual work that long bogged down Ad Ops teams disappears thanks to more supportive technology, high-performing publishers are leaning on their Ad Ops teams to experiment, measure results, and discover new ways to grow revenue. 

This innovation is closely tied to the technology that facilitates it. The skills needed to leverage automation and AI are becoming critical in digital advertising, enabling Ad Ops specialists to apply data to strategy. Additionally, as technology displaces some workers, there will be a greater demand for leadership skills, including the ability to manage and instruct others. 

Supply-and demand-path optimization

Supply-path optimization and demand-path optimization are increasingly relevant in media. In recent years, media owners have begun trying to get closer to demand, while media buyers want the best routes to premium inventory. 

Particularly in programmatic, publishers and advertisers are examining their supply chains for efficiencies. By focusing on optimization, advertisers receive better ROI, while publishers maximize how much they earn from each placement. It’s a win-win, made possible by technology that helps sellers identify the most efficient supply paths in programmatic auctions. 

Capitalizing on change through AI

AI is changing the way we live and work, and the march toward more technologically advanced digital media isn’t likely to slow. This rapidly evolving technology has facilitated many advancements in Ad Ops, along with this year’s most prescient trends. 

This is a crucial moment for publishers to integrate or expand upon their AI investments to keep up with the pace of change in Ad Ops. We have some more ideas to get you started. Read our ebook, How AI Is Making Ad Ops More Strategic—and Media Companies More Profitable, for greater insight and strategies. 

Download the eBook: How AI Is MakingAd Ops Teams MoreStrategic—and MediaBusinesses MoreProfitable