Struggle, challenge, and learnings of working in ad operations

Over 15+ years in the Ad Operations space, I have seen dynamic changes in the advertising ecosystem. This article is for all the new talent out there looking to explore the domain and still have some reservations about ad operations. While interacting with freshers have spent time explaining - It's not as simple as it looks at the top level nor too complex though one thing is for sure - it's constantly evolving & to be relevant you need to adapt quickly on the go.

Working in ad operations can be a challenging but rewarding experience. It requires a combination of technical, analytical, and communication skills, as well as the ability to adapt to a fast-paced and ever-changing environment. In this article, we will explore some of the struggles, challenges, and learning opportunities that come with working in ad operations. Over the years the landscape has improved & continuing to evolve.

Struggles:

1. Dealing with Complexity:

One of the biggest struggles of working in ad operations is dealing with the complexity of digital advertising. Ad operations professionals need to have a deep understanding of the different ad formats, ad-serving technologies, targeting options, and measurement metrics. Additionally, they need to be able to troubleshoot technical issues, such as ad tagging and tracking, and ensure that ads are delivered correctly and on time.

2. Meeting Tight Deadlines:

Ad operations professionals often work under tight deadlines, especially when it comes to launching new campaigns or making last-minute changes. This can be stressful and require excellent time management skills. Ad operations professionals need to be able to prioritize tasks, manage multiple projects simultaneously, and communicate effectively with different stakeholders to ensure that deadlines are met.

3. Dealing with Ad Fraud and Brand Safety:

Ad fraud and brand safety are major concerns in the digital advertising industry. Ad operations professionals need to be able to identify and prevent ad fraud, such as click fraud or impression fraud, and ensure that ads are served in brand-safe environments. This requires continuous monitoring and optimization of campaigns, as well as collaboration with other teams, such as fraud prevention and brand safety.

Challenges:

1. Staying Up-to-Date with Industry Trends:

The digital advertising industry is constantly evolving, with new technologies, platforms, and regulations emerging all the time. Ad operations professionals need to stay up-to-date with these trends and adapt their strategies and tactics accordingly. This requires continuous learning and professional development, as well as collaboration with other teams, such as data analytics and marketing.

2. Balancing Automation and Manual Optimization:

Ad operations professionals need to balance the benefits of automation, such as efficiency and scalability, with the need for manual optimization, such as ad targeting and creative optimization. This requires a deep understanding of the strengths and limitations of different ad management tools and technologies, as well as the ability to analyze and interpret data to make informed decisions.

Learning Opportunities:

1. Developing Technical and Analytical Skills:

Working in ad operations provides an opportunity to develop technical and analytical skills, such as coding, data analysis, and problem-solving. Ad operations professionals need to be able to work with complex ad serving technologies, analyze large datasets, and troubleshoot technical issues. These skills are highly valued in the digital advertising industry and can lead to career advancement.

2. Collaborating with Different Teams:

Ad operations professionals work closely with different teams, such as marketing, data analytics, and sales. This provides an opportunity to develop communication, collaboration, and leadership skills, as well as an understanding of the different perspectives and goals of these teams. Additionally, working with different teams can lead to new ideas and insights for optimizing ad campaigns.

In conclusion, working in ad operations can be a challenging but rewarding experience. It requires a combination of technical, analytical, and communication skills, as well as the ability to adapt to a fast-paced and ever-changing environment. While there may be struggles and challenges along the way, there are also opportunities for learning, growth, and career advancement in this dynamic and exciting field. We at Accel Digital take all the pride in building the future leaders of the domain from Ad Tech to Operations support.