Farzad Jamal Commercial Director EMEA OpenX What Role Should Ad Ops Play And How Should You Organize ?

Slide 2 Agenda Introduction AdOps role in the organization –what do we do? AdOps place in the org chart –who do we serve? Future of AdOps –where do we go from here?

Intro: who is OpenX?

Slide 4 OpenX Mission: Grow Publisher Revenue Ad Exchange RTB increases non-guaranteed CPMs with full controls Sell direct across all formats (Display, mobile, , video) Ad Server Yield Optimizer All buyers complete in the ad server to max yields

Slide 5 OpenX Mission: Grow Publisher Revenue Ad Server Ad Exchange Yield Optimizer Revenue Serving

Slide 6 OpenX Clients: EMEA …and more!

AdOps: what do we do?

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Slide 9 Perception Sales and Business Development  the good = realization of their deals, enablers of making money  the bad = announcers of bad sales performance, barriers to making money  the ugly = negative sale blocker “you can’t actually sell that” Finance  the good = revenue delivery guys  the bad = sources of error, written off revenue and bad debt  the ugly = loose cannons who can’t get their numbers straight! Management  the good = hard-working  the bad = first place they look when things go wrong  the ugly = data crunchers who don’t have the bigger picture

Slide 10 Reality Fulfill the order of sale and generate maximum revenue! Responsibilities might include… –campaign creation and booking –yield optimization across all channels and platforms –identification of ad inventory products, pricing –research and management of 3rd party networks –responsibility for ad serving technology solutions and tools

Slide 11 AdOps responsibilities Discrepancies Defaults Fill rates Volume Session depth Performance Pricing Intelligence

Slide 12 Industry Challenges Not earning enough from ad inventory Discrepancies + latencies eroding revenue Complexity of ad tech landscape

Slide 13 Operational Challenges Coordinating with advertisers and creative agencies Lots of tedious work and wasted time Technology doesn’t fill the need, with little support

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AdOps: who do we serve?

Slide 16 AdOps : Org Chart Roles Related / dotted line roles:  Product / project manager  Account manager  Sales planner  Sales Engineer All usually one person!!? Roles within the Ad Ops team:  Ad trafficker (a.k.a. “coordinators”, “schedulers”, “campaign managers”)  Inventory Manager  Yield Manager  Vendor Manager  Technical Operations  Billing

Slide 17 Where do we belong? Are we a technology organization or sales organization? Is digital our primary focus? Is our inventory owned and operated, repped, or purchased?

AdOps: The Future

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Slide 20 The Future Programmatic buying (a.k.a. RTB) is an increasing factor Technology and tools means less manual work “trafficking” and “yield optimization” diminishes Focus on analytics and business intelligence – identifying prospective value and selling strategy Now you’re not uploading banners… You’re trading in a market.

Slide 21 Focus on Technology … that add direct uplift to your eCPMs, premium and otherwise … that give you more powerful forecasting … removes your biggest pain points (e.g. daisy chains) … manages optimization for you in a transparent way … let you think about strategy and planning rather than trafficking

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Slide 23 Thank You Farzad Jamal – Commercial Director EMEA OpenX