For a rare look into how premium media organizations approach ad operations, please view our webcast panel discussion with Microsoft Digital Advertising Solution's Manager of Account Services, Heather Miranda, and Kelley Blue Book's VP of Advertising Operations, Melissa Bertram. Heather and Melissa discuss topics including the challenges facing ad operations today, which metrics are most important to track, how ad operations will evolve in the future, as well as examples of recent successful initiatives. http://www.operative.com

1. LIVE Webcast
Winning Ad Operations Strategies
Panelists: Heather Miranda, Manager Account Services
Melissa Bertram, VP Advertising Operations
Moderator: John Briar, EVP Business Operations

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Webinar notes
Attendees are in listen only mode
Post questions using the Go To Webinar Questions Panel.
They will be covered in the Q&A Session at the end.
The session is being recorded and will be made available
within 24 hours
4/24/2012
Proprietary and Confidential.

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Who is Operative?
Provides software and services that help media companies run their advertising businesses
from order to cash
More than 11 years deep digital domain expertise
300+ employees in New York, São Paulo, London, Melbourne, Bangalore and Hong Kong
Customers are 200+ media industry leaders, including half of Top 50 Publishers
More than 150,000 placements trafficked monthly
$6B in global ad revenue run through Operative solutions
4/24/2012
Proprietary and Confidential.

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Today’s Panelists
Melissa Bertram Heather Miranda John Briar
VP Advertising Operations Manager Account Services EVP Business Operations
4/24/2012
Proprietary and Confidential.

5. Who we are
• Since 1926, Kelley Blue Book has been trusted by both Company Profile
consumers and the automotive industry, helping millions
 Founded 1926
of in-market car shoppers make well-informed decisions
about the buying and selling of vehicles.
 Privately held; acquired by
AutoTrader.com in
• Every month, kbb.com®― the #1 third party automotive December 2010
website¹ ― provides the most up-to-date vehicle
information, including new and used Kelley Blue Book®  Headquartered in Irvine,
Values, car reviews, videos, and consumer ratings. California
• Kelley Blue Book creates opportunities for dealers, OEMs  Employees in 12 different
states
and industry professionals to connect with more in-market
car shoppers through its trusted values, kbb.com, and
 Approx 500 total employees
Internet marketing solutions.
KeyNote Systems 2011 Third Party Auto Sites Study

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Can your Ad Ops team handle 50% more work?
Global Digital Ad Spend 2011-2015
$132 B
$120 B
$106 B
$94 B
$80 B
2011 2012 2013 2014 2015
Source: eMarketer 2011 Study: http://www.emarketer.com/Article.aspx?R=1008438&dsNav=Rpp:25,Ro:0,N:498&xsrc=TypesPanel

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What are the biggest pains and challenges
you face today?
4/24/2012
Proprietary and Confidential.

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What solutions did you implement to
address those pains?
4/24/2012
Proprietary and Confidential.

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What metrics and benchmarks are important to
measuring the success of your business?
4/24/2012
Proprietary and Confidential.

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Key Takeaways
 Constant change is making execution more challenging
 New skill sets are required
 Transformation to revenue operations is happening
 Accuracy is critical to building credibility and earning revenue
 Greater efficiency is a must to get ahead
 Ad ops deserves a seat at the table
4/24/2012
Proprietary and Confidential.

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Action Items
 Automate wherever possible
 Build your metrics infrastructure
 Align with client success metrics
 Develop a flexible team with a variety of experts so you can adapt to changing
market demands
 Partner so your team can perform higher value activities
 Keep your eye on revenue and ROI
4/24/2012
Proprietary and Confidential.

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Questions?
4/24/2012
Proprietary and Confidential.

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Thank You
John Briar | jbriar@operative.com
• The recording will be available in 24 hours.
• Are You Ready for Revenue Operations?
We’ll be sending a checklist you can fill out
to help you determine if you are ready.