What are the most important tools for Ad Operations professionals?

1 Ad Servers

An ad server is a software platform that stores, delivers, and tracks ads across different websites and devices. It allows Ad Operations professionals to create, manage, and monitor ad campaigns, as well as to generate reports and analytics on ad impressions, clicks, conversions, and revenue. Ad servers also enable ad targeting, frequency capping, rotation, and optimization based on various criteria. Some of the most popular ad servers are Google Ad Manager, AppNexus, and OpenX.

2 Ad Verification Tools

Ad verification tools are solutions that verify the quality, safety, and performance of online ads. They help Ad Operations professionals to ensure that the ads are displayed in the right context, on the right sites, and to the right users. They also help to detect and prevent ad fraud, such as bots, malware, and invalid traffic. Ad verification tools can also measure the viewability, engagement, and brand safety of ads. Some of the most common ad verification tools are Integral Ad Science, DoubleVerify, and Moat.

3 Ad Creative Tools

Ad creative tools are software applications that help Ad Operations professionals to design, build, and test ad creatives. They allow them to create engaging and interactive ads that suit different formats, sizes, and devices. They also help them to optimize the ad load time, performance, and compatibility with different ad servers and publishers. Ad creative tools can also provide feedback and suggestions on how to improve the ad quality and effectiveness. Some of the most widely used ad creative tools are Google Web Designer, Adobe Animate, and Celtra.

4 Ad Testing Tools

Ad testing tools are platforms that help Ad Operations professionals to test and troubleshoot ad creatives, tags, and placements. They allow them to check the functionality, appearance, and behavior of ads across different browsers, devices, and environments. They also help them to identify and resolve any issues or errors that may affect the ad delivery, performance, or tracking. Ad testing tools can also provide insights and recommendations on how to optimize the ad campaigns and achieve the best results. Some of the most popular ad testing tools are Google Publisher Console, Charles Proxy, and Fiddler.

5 Ad Analytics Tools

Ad analytics tools are solutions that help Ad Operations professionals to measure and analyze the impact and performance of ad campaigns. They allow them to collect, process, and visualize data on ad impressions, clicks, conversions, revenue, and ROI. They also help them to segment, compare, and evaluate the ad performance across different channels, platforms, and audiences. Ad analytics tools can also provide actionable insights and suggestions on how to improve the ad strategy and optimization. Some of the most common ad analytics tools are Google Analytics, Adobe Analytics, and Tableau.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?