Ad Ops Challenges: David Cohen addresses Operational Effiency, Advertising Discrepancies, and Ad Ops Workflow – IAB Ad Operations Summit
What does TRUE operational efficiency look like? Buying, selling and executing digital advertising should be a transaction similar to eating out at a restaurant- you don’t HAVE to think about too hard. As an industry, publishers and agencies spend too much time in petty details and legal issues and THIS needs to change.
David Cohen of Universal McCann asked 3.5 Questions:
1. Characterize ad ops? We NEED good people but we LOSE good people. Others talked about challenging times with too many demands. There are common sentiments about how this portion of business is perceived.
2. Greatest improvements? Better collaboration every day.
3. Could discrepancies start going down? Is this one of media’s greatest pains? Consider the amount of time it takes to analyze the data, the manual processes and paper STILL involved the process. We still need mutual trust, collaboration and transparency among publishers and agencies.
David shows a chart called the Road to Nirvana (not the band), and all of the pieces that need to change to make the system run a lot smoother. It starts with something as easy as RFP standardization, and continues to T&C’s. Late creative is another big issue that needs to be solved.
2010 is our year. Simple dialogue can go a long way. The only constant right now is that the rate of innovation is fast.
David’s prediction for 2015 is that there will be two different camps: High volume vs Premium publishers.
Total commercial websites will drop dramatically. In 2015, MSA’s will be signed at the beginning of the year in order to make life much easier.