One of the biggest challenges in the Ad Operations industry is that the space is undergoing extreme change. With the growth of native advertising, video, and mobile, companies are under pressure to adapt seamlessly—to introduce new ad formats and technologies for delivery.
It may seem, from afar, that large, established players are in the best position to iterate. After all, established ad tech and media companies have a wealth of resources and data to draw upon. Not to mention, these large companies also have established customer bases.
Even still, there is room for smaller industry players to become leaders—to come out ahead of the curve, introduce a pivotal piece of technology, and leave a key mark in the Ad Ops industry. Here’s how, according to Anthony Diaz, Digital Advertising Solutions Principal at growing consulting firm Infinitive.
1. Pursue Big Changes
Ad Operations is a promising space because it’s always evolving. But change doesn’t always come from big companies. Smaller, emerging leaders are in a strong position to make an impact, too.
“The biggest opportunities in Ad Ops right now would be programmatic and inventory/yield management,” says Diaz. “Being able to provide accurate inventory data to your sales team and then being able to make money on every impression you serve would bring big smiles to the face of any executive or program manager.”
What small businesses have that bigger companies don’t is agility. If you see an emerging need in the market, why not explore it?
“Keeping up with the latest and greatest forces you to stay on your toes to ensure your site and team are prepared for the next big thing that is coming down the road,” says Diaz.
Small businesses have the advantage of being close to their customers’ needs. Pay attention to your industry’s needs, get passionate about a challenge that you want to tackle, and come up with a solution.
“There are a lot of opportunities to tackle,” says Diaz.
2. Invest in Team Learning Opportunities
Adaptability is one of the biggest skills that an Ad Ops team can have. But these capabilities won’t happen in a vacuum. Ad Ops managers and small business leaders need to make an active investment in their team’s growth trajectory. One helpful resource is IAB Digital Ad Operations Certification.
“The certification is important because it is proof that you have an understanding of the basics of ad operations and the ability to tackle prevalent issues and be able to solve them,” says Diaz.
It’s learning, according to Diaz, that makes innovation possible.
“As I mentioned before, the industry is always changing and you have to be nimble enough to change with the times,” says Diaz. “Not only would this help with running a team but prepares you for all of the different personalities you would deal with in an organization that you have to deal with as someone involved in ad ops.”
3. Focus on Your Passion
The biggest opportunities in Ad Ops come from the industry’s nuances and complexities. There are many key areas for emerging leaders to specialize, uncover opportunities, and bring new solutions to market.
“I’m a person who loves sports and the opportunity to connect this passion to my professional interests,” says Diaz. “It was this interest that landed me an opportunity at Sports Illustrated and then eventually Fox News where I managed the ad operations team. Each of these stops in my career has contributed to the role that I’m in now, which is digital advertising consulting with Infinitive.”
It’s this unique perspective and combination of skillsets that Diaz leverages to find creative and impactful opportunities in the Ad Ops industry.
“I’ve always enjoyed the challenge of figuring out why something isn’t working and trying to get it back on track,” says Diaz.
Your passions may end up leading you towards a new, unforeseen market opportunity.
Learn more at iab.com/certification/
