What are the most important trends in Ad Operations and how can you stay up-to-date?

1 Programmatic advertising

Programmatic advertising is the use of automation and data to buy and sell online ads in real-time, without human intervention. It allows advertisers to target specific audiences, optimize bids, and measure performance across multiple platforms and devices. Programmatic advertising is expected to account for more than 80% of digital display ad spending in 2021, according to eMarketer. To stay on top of this trend, you need to understand how programmatic works, what tools and platforms are available, and how to use data and analytics to optimize your campaigns.

2 Privacy and compliance

Privacy and compliance are becoming more critical and complex for ad ops, as consumers demand more control and transparency over their personal data and online activities. Regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) impose strict rules and penalties for data collection, processing, and sharing. Advertisers and publishers also have to deal with the phasing out of third-party cookies, which are widely used for tracking and targeting online users. To cope with this trend, you need to follow the latest privacy laws and guidelines, adopt consent management solutions, and explore alternative ways of identifying and segmenting your audiences.

3 Creative optimization

Creative optimization is the process of testing and improving the design, content, and format of your online ads to increase their relevance, engagement, and conversion rates. It involves using data and feedback to create personalized and dynamic ads that match the preferences and behaviors of your target audiences. Creative optimization can help you boost your ad performance, reduce your costs, and enhance your brand image. To master this trend, you need to use creative management platforms, experiment with different ad elements and variations, and measure and analyze your results.

5 Artificial intelligence

Artificial intelligence, or AI, is the use of machine learning and algorithms to perform tasks that normally require human intelligence, such as learning, reasoning, and decision making. AI can help ad ops automate and improve various aspects of online advertising, such as targeting, bidding, optimization, analysis, and reporting. AI can also help ad ops generate insights, predictions, and recommendations that can enhance their strategies and outcomes. To embrace this trend, you need to learn how AI works, what benefits and challenges it poses, and how to use AI tools and solutions for your ad ops.