Ad Ops Complexity

“The new IAB audit will go a long way to standardize the industry. An overwhelming amount of impressions are audited throughout the web, and verification systems will need to help the ecosystem and not hurt the process. According to a survey Dan initiated, “Ad Ops is 50% more complex than it was 3 years ago”. Fragmentation is out of control right now because of the different sites and structure in the marketplace. While innovation and growth are not slowing down, the largest concern for media companies is “Inventory and Yield Management”. A close second is “Billing Discrepancies.””

“Ad Ops is 50% more complex than it was 3 years ago”- IAB Ad Operations Summit | Operative Blog

What an exciting year 2010 will be. Ad exchanges, data decoupled from media context, real time bidding… Publishers trying to figure out what to do with ad networks… Ad networks trying to figure out what it is that they’ll be selling… Agencies trying to make sense of data they’re collecting… And that’s all before even thinking about formats and experiences that need to be delivered to brands.

Advertising has never been this complex.