Ad Ops 101

Wednesday, 5 July, 2017
Registration: 9am Workshop 9:30am - 2:30pm
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: £189 +VAT
IAB Non-member: £289 +VAT
Advertiser: £189 +VAT
Our workshops are for up to 32 attendees and are a hands-on learning experience for anyone that wants to delve deeper into digital.

Getting the basics right is essential in digital marketing and Ad Ops represents the front line in ensuring that campaigns execute smoothly from start to finish.

The best operational staff are those with an awareness of everything going on around them and how the pieces fit together. Our Ad Ops 101 Workshop is intended to give new starters in the digital operations space an introduction and an overview of the wider problems they can face and how to approach them – from discrepancies and QA to mobile and video considerations. This workshop best suits someone within the first six months of their Ad Ops career.

Join us for our annual workshop aimed at new starters in the industry where speakers with a wealth of digital operations experience will give you an insight into the kind of considerations you should be aware of and what part you can play in the bigger picture.

Ad Ops 101 is intended for digital operations executives with less than 1 year’s experience.

9:30am - 9:45am Ice Breaker

9:45am - 10:30am Introduction

“Ad Operations” what does this mean and who are you? This a question asked by many including myself 5 years ago. I will provide an overview of who ad ops are, what the role involves, and what the career path could look like after working in an ad operations team, with real life example. I will also cover the challenges we face day to day, which makes every day a learning day for all.

Sophie Shead, Telegraph


10:45 am - 11:30am The Evolution of Ad Serving: What does the future hold for publisher monetisation?

Join Kalok Chan, who has worked across both advertiser and publisher side ad serving, as he explains how the ad server has evolved from working with direct deals solely to moving to both programmatic and direct, the adoption of yield management and dynamic pricing by the ad server, and it’s its move from basic reporting to advanced forecasting abilities. Kalok will also be revealing what the future holds for ad serving with mar tech and ad tech becoming more integrated and the rise of new formats such as connected TV and virtual reality.

Kalok Chan, Pubmatic

11:30am - 12:15pm Video then, now and the future.

This session will touch on...

  • Topline Video and how it's changed
  • How the Broadcasters work with video
  • We can also touch on brand safety in terms of moderated video
  • We can touch on operational specifics such as a checklist for everything video

Kim Gibbard, Videology


1:00pm - 1:45pm Discrepancies Demystified

“Discrepancy” is one of the least favourite words of anyone working in Ad Ops, differences is data can be annoying and confusing in equal measure. We will provide an overview of the different types of discrepancies that can occur between buy-side and sell-side (impression, click & conversion), why they occur and what we can do about it.

Hannah Davies, MEC & Celine Lamaison, Tripadvisor

1:45pm - 2:30pm QA Process/Tools & Campaign Optimisation

One of the most basic yet critical parts of an Ad Ops role is to ensure that campaigns work the way they are supposed to. In this session we will go through some of the tools which can help you do just that. Once a campaign is live the next step is usually to ensure it is performing as well as possible so we will also be going through some steps you can use to optimise it.

Jon Hatfield, Autotrader

Book online now