Digital publishers are under the gun to scale faster, monetize smarter, and do it all with fewer resources. The knee-jerk reaction? Automate everything. But here’s the kicker: not all automation is created equal. Off-the-shelf AI tools promise quick fixes. However, they often fall short when it comes to optimizing the complex Order-to-Cash (OTC) process in ad operations.

Despite widespread investments in AI, our research has found that 69% of ad operations professionals still struggle with ineffective or outdated tools​. The fact is that simply automating isolated tasks doesn’t solve the whole problem. In an increasingly competitive landscape, relying on generic solutions is no longer enough. Digital media companies must rethink how to strategically align automation with ad operations to drive real growth.

It’s time for the media industry to embrace a purpose-built, integrated approach that transforms ad operations from a cost center into a dynamic growth engine. It starts with a focus on refining the OTC process in ad operations. This way, you can identify—and rectify—inefficiencies that can lead to lost revenue and missed opportunities.

The OTC process: breaking down complexity

The OTC process—which spans pre-sales, pre-launch, post-launch, and post-campaign—often suffers from a variety of inefficiencies. Fragmented data, multiple platforms, and siloed teams lead to misalignment and delays, which can impact both client satisfaction and revenue. Our research revealed that 55% of ad operations professionals cite inefficient workflows as a major barrier to scaling operations. The need for a sophisticated approach to ad operations automation is clear. It must addresses the intricacies of each stage of the OTC process to drive efficiency, scalability and growth.

The automation gap: why generic solutions miss the mark

The buzz around AI is hard to ignore. Therefore, many publishers start their automation journey with basic AI tools. These tools can deliver quick wins, but often fall short when it comes to optimizing the entire OTC process. Our research found that 79% of ad operations teams say that their current tools don’t scale to meet today’s fast-paced demands.

This challenge is compounded when companies rely solely on internal RPA teams to handle everything. They may automate isolated ad operations tasks, but they’re not equipped to align automation across all stages of the OTC. To do that effectively and maximize ROI, publishers need to embrace a strategic, integrated approach.

Beyond AI hype: leveraging an integrated technology framework for real impact

A truly effective strategy requires an integrated technology framework that brings together multiple capabilities to optimize the entire OTC process.

1. RPA handles repetitive, rule-based tasks freeing up valuable time for more strategic tasks.
2. Machine Learning analyzes data patterns to optimize campaigns on the fly.
3. Large Language Models (LLMs) extract insights and streamline content moderation.
4. Generative AI drives hyper-personalization and predictive analytics for better targeting.

Each of these technologies play a specific role in optimizing a specific part of the OTC process. This transforms ad operations into a more efficient, scalable system. By using an integrated toolkit that is purpose-built for the OTC process, publishers can streamline workflows, reduce errors, and improve overall campaign performance.

It doesn’t stop there though. The real power of purpose-built automation lies in its ability to shift ad operations from being reactive and cost-driven to proactive and growth-focused.

From cost center to revenue driver: the impact of purpose-built automation

By integrating these technologies into a cohesive framework, companies can turn the OTC process into a data-driven system that not only reduces operational costs but also unlocks new revenue streams.

For example, companies that have adopted advanced RPA for trafficking have cut manual workloads by 30-50%, depending on the complexity of trafficking instructions. This shift not only speeds up processes but also frees up teams to focus on higher-value strategic work that drives revenue. The result is faster campaign execution, fewer errors, and a significant boost in revenue recognition.

This kind of tailored automation strategy enables digital publishers to optimize their existing resources, turning ad ops from a cost-heavy department into a powerful growth engine. But this transformation doesn’t happen overnight. It requires a thoughtful and strategic approach.

Scaling smart: a practical blueprint for automation success

The benefits of automation are clear, but successful implementation demands more than just adopting new technology. For digital media executives, it’s about aligning automation with long-term business objectives to achieve sustainable growth. Here’s how to do it effectively:

• Audit your existing OTC process: Review your workflows to find bottlenecks and inefficiencies, especially where manual processes slow down pre-sales or post-campaign tasks. Focus on areas where automation can have the most impact.

• Prioritize a unified automation strategy: Focus on creating a cohesive strategy that integrates automation seamlessly into your existing processes. Instead of layering on disparate tools, look for solutions designed to address the unique challenges within your ad operations. The goal is to streamline workflows, reduce manual tasks, and optimize performance holistically, rather than piecemeal.

• Start with targeted pilot projects: Start small by automating high-impact tasks like reporting or trafficking. Test the results, refine based on feedback, and scale up gradually to ensure smooth adoption and visible ROI.

• Align automation with long-term goals: Focus on sustainable growth, not just short-term fixes. Ensure automation aligns with your strategic objectives to enhance scalability and unlock new revenue streams.

The future of ad ops is purpose-built, strategic, and scalable. By embracing a holistic automation approach, publishers can transform their ad operations into a true growth engine. The message is clear: scale smart, automate strategically, and turn your ad operations into a competitive advantage.