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This is a simple introductory video of a talk I gave at UC Berkeley. It is a precursor to the "still in development" in-depth training for DFP Small Business that will launch soon.
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|Section 1: Unraveling the Mysteries of Online Ad Operations|
|Just a quick intro to send you down the course path!|
|This is a lecture at the Knight Digital Media Center at UC Berkeley on 3/24/2011. The purpose is to give a broad, basic overview of some of the mysteries surrounding ad operations...and give the viewer some clarity about areas they may have questions about.|
|Lecture 3||7 pages|
Online advertising can be confusing, frustrating and a bit scary...but it doesn't have to be! Let me help you understand the idiosyncracies and intricacies involved in getting started with monetizing your own site...or starting a new career in the booming online ad operations world!
This lecture is the companion PowerPoint deck to the video...it will provide you a walk-through and address the talking points in the video. At the end, you will have access to a link to a page on my website that has some valuable links.
|This will just cover the basic skill sets that I feel make a great ad ops person. They aren't necessarily the overall answer to success...but I've found that having a good mix like this...really helps.|
|This is just a list of ad servers that I feel are great options. This is my opinion based upon my interest...and is not a push for some or against others...merely my experience.|
|We'll discuss some very basic practices that apply to any situation...all with the goal of making your life easier!|
|Just a note to send you on your way!|
After working with several companies over the last 10 years, I realized that my experiences were diverse and valuable enough that just working on one site wasn't adequate use of the ad operations skills I'd come to have. By offering ad operations services on a contract basis, I can help more people gain an edge in ad operations and get more websites set up to monetize via online advertising.
Throughout the past 10+ years, I've implemented more ad servers than I can remember! I first got my start in Ad Ops at eBay. My first official project as the Ad Ops Manager at eBay was to re-implement the ad server (DFP) onto the US, UK, Canadian, and Australian websites. There hadn't been great plans to advertise, so the ad tags were very simple with no ability to target...so obviously that wasn't enough for future sales! With the help of an amazing engineer, we got the project completed...smoothly and on time.
Over the course of my career, I've worked with a diverse group of sales professionals and development teams. I can communicate with nearly anyone, thanks to previous jobs in retail and customer support...and I'm comfortable communicating in all standards, from email to phone to instant messaging.
I realize that it can be off-putting to think about having someone work on such an important piece of the business as Ad Operations from a remote location, but I've worked remotely frequently and effectively. While at SideStep, I was the UK Deals Manager...working with the UK office as well as UK companies to ensure that ads were trafficked properly as well as worded properly. The only drawback with the process was the time schedule. Because I was also working on US ads, I was in the office during US hours.
Now...we're always in the office...and if your office is located abroad, we're happy to adjust our schedule for you until the job is complete. Rest assured, we're 2-3 times as productive from home as in any office...and we'll work harder and smarter for you.
Hours of video content