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Online Advertising Operations (Ad Ops) describes the section of a company responsible for the efficient deployment of online advertising onto a website. These are the people who obtain the ad creative from advertisers, load it into ad servers such as DoubleClick, monitor the campaign on a day to day basis and track the performance. All too often this seemingly unglamorous series of duties is overlooked by both marketing and advertising staff alike. But, without the right group of people working busily behind the scenes, even the best planned web campaign may not get the volume of coverage intended… or worse, it may get too much exposure to the wrong audience. We online advertising operations people are to be cherished; we’re technically savvy online marketers who know how to sell what we deliver – online advertising.

And so we praise AdMonsters – the only association actually recognising ‘Ad Ops’ staff, bringing us together for the exchange of ideas and information. Letting us know that we are in fact at the forefront of digital advertising’s evolution, and not just some nerds who got caught up in the no-man’s-land of online marketing and web development. AdMonsters was founded in 1999 and has more than 200 members worldwide. Back in May I attended my first members’ dinner, sponsored by 24/7 Real Media at Incognico on Shaftesbury Avenue. It was a good opportunity to meet other people working in the same field with the same seemingly isolated issues in their own companies. An even better opportunity to get to know the folks at 24/7 over dinner (which was superb).

AdMonsters hold a series of bi-annual conferences around the world. In their words “a unique forum for peers in the field to communicate, collaborate, socialize, network, and identify best practicesâ€?. The next European one will be in Hamburg for three days of October and I’m looking forward to it. “The majority of the agenda is comprised of member-led sessions on a wide variety of relevant topics; some examples include ad serving technology, inventory management, organizational structure, business process automation, ad operations policies, rich/streaming media, and case studiesâ€?. For more information on the conference visit their website.

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