Leading Operations Online

The role of the ad operations professional is evolving. As data plays an increasingly important role for every advertiser and publisher, the role of ad operations has, in turn, rapidly expanded.

It’s no longer enough to just ensure a placement is trafficked correctly and that campaigns are pacing at an expected rate. Ad operations professionals are now responsible for oversight on the flow of data to all manner of third-party services. This includes services chartered with targeting creative to users, measuring ad effectiveness, finding “look-alike audiences,” recommending products and a myriad of other important functions. Data is, after all, the lifeblood of a holistic marketing strategy today.

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OPS Market's Focus On Session leader Doug Conley takes us through the concept of 'audience efficiency' in his latest blog post. Read Tribal Fusion's Senior Director for Data & Targeting ‘s piece here. 

If you’ve heard me speak, internally and externally, over the last few months you will have heard me refer repeatedly to the concept of “audience efficiency.” I’ve been asked enough times now to explain it again after meetings to explain it in writing... So, what is audience efficiency and why should you care about it?

Lift vs. Reach

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