Ad Operations: Scaleable
Strategies
www.playfaironline.com
Ad Ops Workflow Management -
Copyright Marc Joffe 1 7/2/2008

Vision Statement
To develop, improve Ad Ops process, by
implementing standards for the support
of a fast growing sales team
Ad Ops Workflow Management -
Copyright Marc Joffe
2 7/2/2008

Goal and Objective
Goal
Identify where we are now, what needs to be done,
and where we are going.
Objective
Scalable processes and standards which support the
entire Ad Ops workflow, from proposal to billing.
Supporting Sales team through continual workflow
improvements and transparency.
Ad Ops Workflow Management -
Copyright Marc Joffe
3 7/2/2008

Today’s Situation
In London office no Ad Ops standards or processes in
place and a small sales team.
Growing Sales Team
Expected timeframe 6 months.
Lack of standardized process for inventory reservation,
reporting, internal and external communications.
Ad Ops Workflow Management -
Copyright Marc Joffe
4 7/2/2008

How Did We Get Here?
Ad Hoc Informal process is not a long term solution.
Reactive approach or time spent on known activities.
Selling advertising inventory seems to be overly
complicated
Assumption that the Ad Ops team can support a growing
sales team w/o a process.
Ad Ops Workflow Management -
Copyright Marc Joffe
5 7/2/2008

Available Options
Procure all existing company current and available
documents on Ad Operations. What works now.
Implement IAB/ IASH standards
(http://www.iash.org.uk ),
Adopt a CMM to Ad Ops processes
Requires executive support from inception, for
ongoing support and maintenance, and improvement.
Ad Ops Workflow Management -
Copyright Marc Joffe
6 7/2/2008

More Available Options
Augmented – Identify key processes
Centralized automation of key processes
Communication Controls
Sales – Ad Ops - Finance
Manage and enforce process improvement
Establish Stakeholder buy in.
All recommendations reviewed.
Continuous Reassessment of processes improvement in
Ad Ops process
Ad Ops Workflow Management -
Copyright Marc Joffe
7 7/2/2008

Short Term:
Recommendations
Develop timetable with milestones and Ad Ops departmental
objectives. (WBS)
Technical & administrative support options in place?
DART Configuration required?
COTS Solutions
DART Sales Force implementation ?
Develop Communication Strategies for:
Inventory Avail checks
Reporting and Monitoring
Standardized IO Sheets
Billing reconciliation
Ad Ops Workflow Management -
Copyright Marc Joffe
8 7/2/2008

Long Term: What to do next
Sales collateral development.
Revenue analysis of ad products and recommendations for
improved performance
Advertising product development
Creative solutions to inventory problems
Change Management: policing change
Discipline and effectiveness measures.
Trade seminars. Ex. Ad Monsters, IAB workshops, etc.
Ad Ops Workflow Management -
Copyright Marc Joffe
9 7/2/2008

Summary
If things go as planned, optimized
full control over Ad Sales, Ad
Operations and Finance and Billing,
as demands for Advertising
Operations grow past 6 months.
Ad Ops Workflow Management -
Copyright Marc Joffe
10 7/2/2008

Resources
IASH.org
Linked In
IAB
Doubleclick
NewsandTech.com
Ad Ops Workflow Management -
Copyright Marc Joffe
11 7/2/2008