AD OPERATIONS & CAMPAIGN MANAGEMENT
When the same delivery problem comes back every quarter, the problem is not the campaign. It is that the fix lived in one person's head and the process never changed.
Ad operations work here is equal parts firefighting and fire prevention. I will get into the queue with your team on live delivery issues — that is how the real process gets observed rather than described — and then rebuild the workflow around what actually broke.
The goal of the engagement is a team that needs me less over time: documented trafficking procedures, QA gates that catch the recurring class of error before launch, and troubleshooting runbooks written for the person on call at 6pm on a Friday.
You are probably here because
- Guaranteed line items regularly under-deliver and get made good
- Every rich media build is a one-off negotiation with the vendor
- Trafficking errors are caught by the advertiser, not by QA
- Discrepancy investigations start from scratch each time
- Onboarding a new trafficker takes a quarter because nothing is written down
HOW THE ENGAGEMENT RUNS
- 01
1. Observe the real queue
Two weeks inside the actual workflow — trafficking, QA, troubleshooting, reporting requests. Documented processes and lived processes are rarely the same thing, and the gap is where the errors live.
- 02
2. Fix delivery now
Pacing and delivery triage on the campaigns currently at risk. Competitive exclusions, frequency caps, priority conflicts and inventory forecasting errors are the usual suspects.
- 03
3. Rebuild the process
Trafficking SOPs per line item type, a QA checklist that maps to the errors you actually make, creative review and ad quality standards, and a discrepancy investigation runbook.
- 04
4. Structure the team
Role definitions, hiring profiles, escalation paths and an onboarding path that gets a new trafficker productive in weeks rather than months.
WHAT YOU GET
Scope covered
- AdOps team buildout: hiring profiles, onboarding workflows, SOP documentation
- Trafficking process design for direct-sold, programmatic guaranteed, and house campaigns
- Rich media and high-impact ad format implementation (Sizmek, Celtra, DoubleVerify)
- Ad quality enforcement: creative review, malware detection, load time standards
- Campaign delivery troubleshooting and discrepancy investigation
- Pacing and delivery optimization for guaranteed line items
- Creative rotation strategy for brand and performance campaigns