©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ask someone in ad operations what their primary focus is for this year and they might respond with some of the standard responses – inventory forecasting, yield management, or billing. They may respond with some of the new issues now on their plates – data leakage, private exchanges, and the iPad. Listen closely and you’ll hear the real issue: time allocation. Since the dark days of a couple of years ago, ad operations folks have been keeping their foot on the gas trying to find any untapped source of revenue or efficiency or both. It’s a great time to be in ad operations, but it’s exhausting and hard to manage where to focus their attention. With full knowledge that every company is different, I’d like to offer my suggestion on how best to allocate the hours of the day for the head of an ad operations department.