Articles by: "Michele Bavitz, Global Head of Account Management – Theorem"

---unlock ad sales growth through pre-sales ---

Unlocking growth through pre-sales in ad ops

September 29, 2025 Michele Bavitz, Global Head of Account Management – Theorem

For media revenue leaders working in ad operations, the pressure is constant: grow revenue, protect margins, and capture opportunities faster in a crowded marketplace. Yet those goals are often undermined at the very start of the process: pre-sales.

Often an overlooked part of the Order-to-Cash (OTC) process, pre-sales is a critical phase that shapes pricing, product fit, feasibility, and advertiser expectations, which influence revenue outcomes long before an IO is signed. But it’s also where RFPs, media plans, contracts, and approvals are still handled through manual, disconnected workflows that hinder campaign performance.

That’s beginning to change. Ad Operations teams are rethinking the day-to-day workflows in pre-sales. They’re replacing manual effort with automation that delivers consistency, accuracy, and momentum. This shift is building healthier pipelines, stronger margins, and a clearer link between operations and profit.

For media industry revenue leaders, this is more than a workflow issue. The tangible benefits highlight the upside of change. However, they also underscore why pre-sales can’t remain manual. Left untouched, it drags on margins, delays responses, and weakens advertiser trust.

Why pre-sales can’t stay manual

Despite its critical role, advertising pre-sales is still weighed down by outdated processes. RFPs bounce between inboxes, media plans are rebuilt in multiple spreadsheets, and contracts move only when someone manually follows up. Each step slows the deal cycle and multiplies the risk of errors.

The result isn’t just wasted time. It’s missed opportunities, inconsistent pricing, and proposals that reach advertisers too late. Proposals are often prolonged and require repeated rework. And in some cases, deals are lost outright when responses arrive too late. Errors slip in, deals drag out, and the credibility of the entire sales process takes a hit.

For revenue leaders, that’s more than an operational nuisance. Manual pre-sales creates revenue leakage: slow responses mean lost deals, mismatched proposals squeeze margins, and rework inflates delivery costs. In a marketplace where speed and accuracy are decisive, manual workflows put growth goals at risk before a single campaign even launches.

When pre-sales shifts away from manual effort, it doesn’t just remove inefficiencies – it highlights just how much revenue is left on the table until automation takes hold.

The revenue upside of fixing pre-sales

Automation in pre-sales does more than streamline workflows – it creates a stronger engine for revenue. Automated intake, planning, and approvals move proposals to advertisers faster and with greater accuracy. Connected systems eliminate duplicate entry, giving sales and ops teams a single source of truth from the very first step.

Yet tools alone are not enough. Inconsistent use of CRMs and planning systems often leaves downstream teams working from incomplete or inaccurate information.

Structured automation closes those gaps by ensuring proposals are built on reliable inputs and aligned across functions from the start.

Instead of delays and rework, sales teams see deals advance with fewer obstacles and greater predictability. Advertisers receive timely proposals aligned to inventory and pricing, reducing the risk of mismatched expectations. For advertisers, this translates into faster, more accurate proposals that align with their objectives and build trust from the first interaction. Internally, ad ops teams spend less energy on corrections and more time on activities that drive growth – from refining strategy to deepening client relationships.

For revenue leaders, these improvements are operational wins that translate into measurable outcomes: higher proposal acceptance rates, healthier pipelines, stronger margins, and a clearer connection between operational execution and financial performance.

And those gains don’t stop once the IO is signed. The strength of pre-sales sets the tone for everything that follows – from campaign delivery to long-term client relationships.

Pre-sales as the foundation for long-term success

The value of optimizing pre-sales sets the tone for the entire OTC process. Campaign teams inherit cleaner plans, delivery starts with fewer corrections, and client service teams avoid the frustration of resetting advertiser expectations.

Without that consistency, delivery teams often find themselves having to resell deals internally. That means that must translate proposals into what can realistically be executed. Over time, these inefficiencies compound, which inflates delivery costs and weakens advertiser confidence. Renewal opportunities are lost when campaigns fail to meet objectives, and long-term revenue suffers.

By contrast, when proposals are execution-ready from the start, disputes are minimized, renewals are stronger, and organizations can scale without proportional increases in headcount. That’s because growth is built on reliable, repeatable processes rather than manual workarounds.

For revenue leaders in the media industry, the takeaway is simple: pre-sales is more than process. It’s the foundation for stronger margins, lasting client loyalty, and a business built to scale.

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What revenue leaders gain from ad ops automation

July 14, 2025 Michele Bavitz, Global Head of Account Management – Theorem

Growth doesn’t wait. It doesn’t pause for delayed reports or accommodate teams buried in manual tasks. For ad revenue operations, the ability to act fast and decisively is everything.

Yet that ability is often hindered by systems that can’t keep up. Performance data is fragmented. Insights arrive too late to influence outcomes. Campaigns move forward, but the clarity needed to guide them doesn’t. The challenge isn’t ambition, it’s having the infrastructure to match the moment.

This is where automation makes a measurable difference. By centralizing data across the order-to-cash process, it replaces manual workflows with connected, insight-driven ad operations that support every stage of execution. Ad operations teams now move faster and can handle significantly higher volumes without added overhead. For revenue leaders, that means faster delivery, greater throughput, and the ability to realize more revenue, more quickly, without increasing costs.

And the place where that transformation starts, where revenue impact is most often overlooked, is pre-sales.

Where it starts: Pre-sales as a revenue engine

Revenue performance doesn’t start at launch, it starts in pre-sales. This phase shapes deal velocity, win probability, and the data that drives downstream performance. When it’s slow or manual, the entire pipeline feels the impact.

In many organizations, media sales proposals and pitches are still built manually using disconnected tools. Media plans are assembled in static templates. Approvals and contracts crawl through siloed systems. And the materials that support a strong pitch—case studies, screenshots, and past campaign insights—are often scattered across teams, outdated, or hard to access. Each delay slows time-to-close and puts pressure on margins before a campaign even begins.

Instead of spending time pitching, negotiating, and selling, highly compensated sales teams are bogged down by administrative work. Their energy is spent formatting documents, chasing approvals, or searching for assets – tasks that dilute performance and delay revenue. It’s a drain not just on growth potential, but on morale. When talent is buried in low-value tasks, both opportunity and engagement suffer.

Automation removes these delays. Campaign details are pulled directly from intake. Media plans are generated using real-time inputs like inventory, pricing, and past performance. Contracts move faster with integrated e-signature tools.

For revenue leaders, the impact is clear: faster deal cycles, higher conversion rates, and a pipeline that’s built to scale. And the same automation that accelerates pre-sales also streamlines execution once the work begins.

What ad operations automation changes in execution

Even when campaigns start strong, execution can slow them down. Teams lose time to reactive fixes, delayed handoffs, and siloed systems. Progress stalls when performance issues aren’t caught early.

Automation resolves those inefficiencies. Campaign setup becomes more consistent. QA and trafficking run faster with fewer errors. Tasks that once required multiple check-ins happen in sequence, with cleaner execution.

Work moves faster and with less friction. For revenue leaders, that means fewer delays, earlier course correction, and more predictable delivery.

Closing the visibility gap

But execution is only part of the equation. Without real-time insight into pacing, performance, and risk, even the best-run campaigns can fall short.

That’s where automation delivers strategic value. By syncing data across systems, it creates a unified view of campaign performance. Leaders don’t need to wait for weekly updates or cross-team reports. They can act in the moment.

This kind of visibility shortens the distance between signal and response. It enables better pacing decisions, sharper forecasting, and stronger margins. Our research found that 85% of advertising professionals believe automation reduces costs and increases efficiency. These benefits directly strengthen revenue performance.

That level of insight is foundational for scaling.

How automation unlocks scalable execution

Sustained growth requires more than high-performing teams. It requires systems that can keep pace with rising demand. For many media organizations, that’s where scaling efforts stall. Capacity becomes harder to plan. Delivery timelines stretch. Margin pressure increases.

Ad operations automation changes what’s possible. By eliminating repetitive work and standardizing core processes, it reduces the operational drag that slows down growth. Teams can manage more volume without compromising consistency or adding cost.

It’s not about doing the same work faster. It’s about creating infrastructure that supports scale with discipline. For revenue leaders, that means more predictable delivery, fewer operational risks, and the ability to grow without constantly expanding headcount.

And it doesn’t have to happen all at once. Many organizations start with a high-friction area, like pre-sales or campaign setup and expand from there. This kind of phased approach lowers risk, speeds up ROI, and gives revenue teams a flexible way to scale smarter.

Why visibility is revenue leadership’s edge

For revenue leaders, delayed insight leads to delayed action. When data is scattered or slow to surface, decisions are made with uncertainty. And that uncertainty shows up in missed targets, reduced margins, and slower growth.

Ad operations automation changes that by making campaign and performance data available in real time, across the entire order-to-cash process. Leaders can see what’s working, what’s not, and where to take action, without waiting on reports or chasing updates across teams.

It’s not just faster access to data. It’s the ability to lead with clarity. When the full picture is visible, decisions get sharper, timing gets tighter, and results get stronger.

Automation that delivers on revenue

Automation in Ad Rev Ops isn’t about fixing processes. It’s about improving performance. Ad operations automation shortens deal cycles, reduces delivery risk, and exposes what’s working while there’s still time to act.

For revenue leaders, the upside is real. Faster decisions. Tighter forecasts. More control over margin and outcomes. In a market where hesitation costs, automation gives you leverage – and a path to profitable growth.

Ad Operations Professional using automation

Advertising | Supporter Spotlight

The tactical wins that follow automation in ad ops

March 31, 2025 Michele Bavitz, Global Head of Account Management – Theorem

For many Ad Operations teams, the deadlines haven’t changed, and neither have the expectations. But how the work gets done is finally starting to shift. Automation is leading the way, helping teams speed up processes, reduce errors, and ease operational strain.

However, the true value of automation begins after workflows are streamlined. From proactive optimization to deeper cross-functional collaboration, the real impact of automation is showing up in ways that go far beyond simply eliminating manual tasks. Here’s what changes when Ad Operations teams finally get the time and space to think strategically.

From bottlenecks to bandwidth: wins with the first wave of automation

For Ad Operations teams, the case for automation often starts with urgency. Reporting that takes hours. Campaign setup bogged down by manual handoffs. These aren’t abstract challenges, they’re daily frictions that delay progress, introduce risk, and drain team energy.

That’s why the first wins with automation tend to be tactical. This includes automating reporting, streamlining QA, and improving consistency in trafficking. And these wins are transformative. Workflows get faster. Makegoods and errors decrease. Pressure eases. But that initial wave of automation – as valuable as it is – only scratches the surface of what’s possible.

Because speed, while essential, isn’t the endgame. It’s the beginning of a broader shift. When time is no longer devoured by repetitive tasks, the conversation changes. The real opportunity emerges: what to do with the space automation creates.

How Ad Operations teams use the space automation creates

As automation clears the deck of manual tasks, the shape of the work starts to change. Hours lost to reports and errors are now redirected to analysis, optimization, and strategic collaboration.

Teams start catching issues earlier. They engage more closely with sales and strategy. They make in-flight adjustments that actually move the needle. Instead of being pulled in ten different directions, they finally have the space to focus on outcomes.

In our research, 63% of Ad Operations professionals said their teams don’t have enough time to be proactive. That kind of constraint doesn’t just create stress – it blocks progress. But the teams that lean into automation aren’t just running faster. They’re thinking smarter, working better, and stepping into a more strategic role.

As one ad sales leader put it, “The benefit of automation is saving time and allowing me to do the other 60% of my job.” When the noise of execution quiets down, what emerges is a function that drives innovation, insight, and impact.

Unified workflows unlock better outcomes

Still, making the shift from execution to strategy takes more than time. It requires systems that support the shift. Ad Operations professionals need systems where workflows are connected, not scattered, with teams stitching the process together by hand.

In many organizations, media planning, creative approvals, campaign setup, and billing still live in separate systems. Teams rely on handoffs, manual updates, and cross-checking just to keep campaigns moving. The result? Details slip through, errors multiply, and opportunities to optimize are missed.

Automation is what brings those moving parts together. By integrating processes end to end, it eliminates manual gaps, accelerates handoffs, and ensures that data flows cleanly across tools. With real-time visibility, teams can catch issues early, make faster adjustments, and collaborate more effectively.

It’s no surprise that 59% of professionals named quality control as a top priority for automation. When workflows align, quality isn’t something you chase; it’s something built in from the start.

Automation makes scale possible – without more headcount

When workflows are unified and quality is built in, teams work more efficiently and are positioned to scale without breaking pace or adding headcount. That’s what automation makes possible. It doesn’t just help teams catch up. It gives them the infrastructure to take on more without compromising quality or timelines.

One Media & Entertainment company from our research saw automation increase their operational capacity by 30% to 50% – all without impacting headcount. For organizations facing tighter budgets and rising demands, that kind of lift matters.

It also evolves roles. As repetitive work is automated, time opens up for work that actually requires expertise: optimizing campaigns, solving problems before they escalate, and collaborating across sales and strategy. Our research found that 90% of professionals are open to their roles evolving with automation because the nature of the work is already shifting.

Scaling used to mean doing more with more. Now, it means doing better – with the same team and the right tools already in place.

How automation aids Ad Operations from bandwidth to business impact

Automation may start as a fix for inefficiency, but its long-term value runs deeper. It redefines how teams operate, the way work flows, and where time gets spent. When repetitive tasks fall away, what fills the space is more revealing. Ad Operations professionals find themselves with greater capacity for strategic work, the ability for sharper decision-making, and a clearer path to performance gains.

This shift isn’t theoretical. It’s already underway. Teams are scaling without adding headcount. Workflows are aligning. Roles are evolving. And the impact of ad operations is expanding well beyond execution.

What automation ultimately brings to the table isn’t just speed. It delivers the momentum and operational readiness required for sustainable growth. And it offers Ad Operations teams a competitive edge in a dynamic, performance-driven market.

Advertising | Supporter Spotlight

Automating ad operations: turning doers into revenue drivers

August 26, 2024 Michele Bavitz, Global Head of Account Management – Theorem

Are the time-consuming, error-prone manual processes of traditional ad operations a thing of the past? The answer is simple – they can be. Because there’s a paradigm shift happening in the fast-paced world of digital publishing. The catalyst behind this shift is automation. And it’s not just transforming ad operations, it’s also driving growth and unlocking new revenue channels for media companies.

By automating repetitive and labor-intensive tasks, media organizations can streamline workflows, reduce errors, and free up resources for more strategic initiatives. But automation isn’t simply streamlining processes; it’s fundamentally reimagining the roles within ad operations. No longer confined to being mere ‘doers’ burdened with high stress and constant fire drills, ad operations teams are evolving into vital contributors to revenue growth. The result is a work environment once steeped in friction and burnout, shifting to one where productivity and motivation thrive.

New revenue streams unlocked by ad operations automation

To help media companies understand the impact automation of ad operations can have on long-term success, let’s explore the specific ways it’s opening new doors to revenue growth.

Maximizing ad inventory utilization

Automation optimizes the use of ad inventory, which significantly increases fill rates and revenue. By continuously analyzing real-time data, automated systems allow ad operations teams to make intelligent adjustments to ad placements. This ensures that every available slot is used efficiently, reducing wasted inventory. Automated platforms can help identify demand trends and dynamically allocate inventory to the highest-paying ads, maximizing potential revenue.

For example, during peak times, automation provides key insights that enable the prioritization of high-value ads, ensuring premium inventory is filled first. Conversely, during off-peak times, teams can quickly adjust their strategy to fill available slots with lower-paying ads, ensuring no space is left unused.

Real-time bidding and dynamic pricing

Dynamic pricing strategies supported by automated, real-time bidding allow media companies to instantly adjust prices based on demand. Automated systems continuously monitor market conditions, competitor pricing, and user engagement metrics. As a result, ad professionals gain instant insights, allowing them to optimize campaigns, adjust prices, and maximize ad inventory sales. For instance, during high-demand periods, such as seasonal events, automated systems can help teams increase interest or prices. On the other hand, in low-demand situations, prices can be lowered to attract more buyers, ensuring that inventory is still utilized efficiently. This flexibility helps media companies capitalize on market fluctuations and maximize revenue.

Personalized ad experiences

Personalized advertising, enabled by advanced data analytics, significantly enhances engagement and conversion rates. Automated systems analyze user data, including browsing history, purchase behavior, and demographic information, to create detailed user profiles and accurately segment audiences. This allows for highly relevant ads tailored to individual interests, increasing the likelihood of user interaction. Users are more inclined to click on ads that resonate with their current needs, leading to higher engagement and conversion rates.

Automation doesn’t just unlock new revenue channels; it also enhances operational efficiency. These efficiency gains play a critical role in boosting profitability. These efficiency gains play a critical role in boosting profitability.

Enhancing operational efficiency for revenue growth

Automation in ad operations takes care of routine tasks, freeing up teams to focus on strategic initiatives and explore new revenue opportunities. It reduces errors and makegoods with more accurate ad placements, improving client satisfaction and boosting revenue. It also significantly accelerates complex order-to-cash processes, enabling media companies to capitalize on time-sensitive opportunities and expedite revenue realization.

Creating additional revenue channels is just one aspect of how automation contributes to revenue growth.

Strategic revenue optimization with automation

Data-driven decision making

Data analytics enabled by automation can process vast amounts of data to identify trends and insights that would be near impossible to detect manually. This data-driven approach allows media executives to make strategic decisions that maximize revenue by understanding patterns in user behavior, market demand, and ad performance.

For example, automated systems help media companies track ad performance, revealing specific data insights that improve decision making and optimize ad spend.

Enhanced targeting and retargeting

Automation significantly improves targeting and retargeting, leading to more efficient ad spend and a higher ROI. Automated systems empower ad professionals to analyze user behavior and preferences to deliver ads to the right audience at the right time, increasing campaign effectiveness. This precise targeting ensures that ads are shown to users who are most likely to engage and convert, maximizing ad spend efficiency and boosting revenue.

Embracing automation in ad operations: thrive or fall behind

Purpose-built automation solutions are designed to meet a company’s hyper-specific needs. Unlike off the shelf options, these tailored solutions deliver optimal performance virtually out of the gate, driving rapid adoption and maximum ROI.

Media companies that embrace purpose-ready technology and automation have a distinct competitive advantage and an opportunity to transform ad operations into a revenue driving powerhouse. Companies who fail to evolve and continue to depend on legacy systems risk getting left behind, while the competition scales to new heights.

Advertising | Supporter Spotlight

How automation harmonizes tech-enabled creatives and ad ops

June 10, 2024 Michele Bavitz, Global Head of Account Management – Theorem

Digital media has always been marked by the intersection of creativity and technology. Unfortunately, in many cases that intersection has been a bumpy one. Today, however, there are automation solutions that can allow these two sides of the media business to work together and do better work as a result.

The digital publishing business is at a pivotal crossroads. On one hand, an explosion of creative possibilities facilitated by technologies like artificial intelligence (AI) are enabling personalized, dynamic content at scale. On the other hand, lies the intricate realm of ad operations, where complexity remains consistent, and efficiency and precision are paramount. The gap between creative potential and operational capability must be closed if digital media firms are to compete and scale effectively in today’s market.

The path to a solution starts with an exploration of the relationship between tech-enabled creatives and ad ops and ends with a question: How can organizations strategically synchronize right-brain creativity with left-brain operational efficiency in publishing? The answer is to level the playing field with the power of automation. Bringing both sides of publishing into perfect, tech-powered harmony does more than just streamline workflows. It empowers media firms to navigate the rapid pace of market changes, paving the way for maximum efficiency and operational excellence.

AI’s impact on the publishing business

Reaching the right customer at the right time with the right message is becoming a critical component of advertising success. So critical, it’s driving publishing companies to embrace advanced technologies, particularly AI technologies, to create content at scale like never before. The surge in tech-enabled content combined with the end of third-party cookies is forcing ad ops teams to re-evaluate their operations to keep up. Here’s a closer look at the impact of AI on content creation.

AI enhanced content production and customization at scale

By harnessing AI’s power to analyze data and recognize patterns, publishers can turbocharge content creation, crafting high-quality texts and visuals that are deeply engaging. This tech-enabled approach enhances content production and enables precise audience segmentation. It delivers hyper-personalized content at an unparalleled scale across various formats. All of which substantially boosts efficiency and the impact of content strategies.

How AI affects brand engagement

The creative advancements powered by AI are also profoundly influencing consumer interactions with brands. Relevant, engaging content that aligns with audience preferences and values can substantially boost brand engagement. Engagement which can potentially turn into revenue for brands. The downside is, it creates even more operational challenges for ad ops teams trying to keep up.

Operational challenges with tech-enabled creatives

To reap the benefits of tech-enabled creatives, publishers must fully grasp the challenges they pose to ad ops teams. This understanding is crucial for implementing effective solutions and maximizing the value of creative content in digital media.

Pressure to scale

Traditional manual processes in ad ops (campaign setup, trafficking, performance tracking), become bottlenecks when faced with the scale and speed of AI-driven content production. The pressure to scale operations to match the pace of content generation increases, requiring an equally robust systems in ad ops.

Complexity management

The complexity of content tailored for different audience segments requires meticulous management throughout its lifecycle. Automated systems capable of managing the detailed workflows and large datasets of ad ops are essential for keeping pace with production, and achieving maximum ROI.

Risk of siloed functions

Another significant challenge is the risk of siloed functions within organizations. When advanced creative tools operate independently from operational capabilities, it can create gaps that lead to inefficiencies and missed opportunities.

Creative outputs must seamlessly integrate with ad ops systems to prevent campaign delays, performance tracking issues, and scaling challenges. Such disconnects hinder adaptability, affecting competitiveness and growth. Robust automation reduces friction between sales and ops teams translating to improved morale, higher productivity, fewer fire drills, and ultimately – happier clients.

Clearly, there is a critical need for automation. Without integrating automated systems, ad ops teams face delays, increased make-goods, and ultimately a failure to capitalize on the content’s potential.

An Integrated approach nets tangible benefits

As the digital media landscape evolves, integrating advanced automation tools with creative production capabilities becomes increasingly critical. It not only enhances operational efficiencies but also serves as a key driver of revenue growth and scalability. Let’s take a look at the tangible benefits automation can deliver.

Quickly adapting to market changes

With AI’s rise, and content production dramatically increasing, ad ops teams struggle to quickly adapt to market changes. However, according to Theorem’s research, 79% of ad ops professionals think their tools need improvement, and 69% feel digital advertising processes need enhancement. Implementing advanced, automated systems can empower ad ops teams to meet the needs of a constantly evolving market more effectively.

Enhancing data flow

Automation also significantly improves the flow of information between creative teams and ad ops. Centralizing information, as noted by 59% of ad professionals, ensures that data from campaign performances is quickly available to refine ongoing and future campaigns.

Automation drives revenue through operational excellence

Automation not only streamlines operations in ad ops, it significantly enhances ROI. 55% of ad pros in our research noted time-consuming processes as a major pain point. Another 36% reported complex processes slowed their pace of work. By automating tasks such as campaign setup, monitoring, and optimization, businesses can minimize costly mistakes and make-goods that are directly impacting bottom line revenue.

There is also the tangible reward of time saved as a direct result of automation. 56% of ad pros believe implementing automation saves valuable time. Time that can be redirected towards creative and strategic initiatives.

Navigating innovation with automation: the strategic advantage

Media organizations need to remain competitive and responsive in an industry driven by rapid technological advancements. Embracing the symbiotic integration of tech-enabled creatives with automated ad ops can lead to marked improvements in campaign outcomes and overall business performance. Implementing automation isn’t merely about keeping pace. It’s about setting the pace in the journey towards more synchronized, efficient, and responsive operations in publishing. Now is the time to act, to innovate. This will empower your team and your organization to lead now – and well into the future.

Advertising | Innovation | Supporter Spotlight

What publishers need to know about the media automation journey

November 13, 2023 Michele Bavitz, Global Head of Account Management – Theorem

The media landscape has undergone rapid transformation over the last decade. However, there are areas that are primed for fast-paced evolution. Take ad operations, for example. To date, advertising workflows are still heavily manual, relying on humans to fulfill day-to-day tasks such as audience targeting, campaign set-up, optimization and data analysis. These tasks are tedious, time-consuming and often lead to human error. Legacy methodologies that worked in the past no longer serve today’s modern digital media players. To streamline workflow and maximize revenue, publishers need to make updates to existing processes, and the solution lies in automation.

The benefits of automation to current workflows

Theorem recently partnered with a third-party company to conduct research on the topic and found professionals in ad ops, who have traditionally been excluded from automation discussions, recognize the benefits of automation, with 86% of survey respondents agreeing that automation would modernize their company. Another 90% of ad ops professionals are open to the idea of their roles and responsibilities evolving as a result of automation.

Automation can help address common pain points related to day-to-day workflows. Of those surveyed, 55% believe automation will eliminate time consuming processes, 45% agree that it will address complex processes that slow the pace of work and 42% agree it will help the teams feel more connected. Above all, automation will decrease inefficiencies and create more available time for ad ops professionals to devote to more strategic work such as analysis and optimization, client recommendations and relationship building.

Automation also eliminates human errors thus decreasing the number of make-goods they deliver. Make goods are costly on many levels, there is the obvious revenue loss for the publishers, a negative impact on the client and publisher relationship, and the impact on campaign performance. Additionally, make-goods disrupt the publisher’s internal processes and ops teams with ripple effect from inventory management through campaign delivery. Staff freed from putting out fires and managing repeatable tasks are able better leverage their skills for higher value work. Ultimately, automation enables companies to recognize revenue faster.

How to start the journey to a future-ready ad ops team and processes

There are five important steps for business leaders to consider when embarking on the automation journey.

Conduct a thorough audit of current processes to determine where automation is needed. Determine what are the most common pain points in ad ops processes by asking some questions, including: Where are the inefficiencies? Are there high volumes of repeatable tasks? Is there unnecessary complexity because of tech limitations? Are teams working in silos?
Evaluate team competencies. Identify the strong and weak points of current teams to determine how skills can be more effectively allocated after automation has been introduced.
Consider the budget. Plan for both the initial cost of implementing automation and the long-term expenses such as maintenance, updates and staff training.
Determine opportunities for growth. Ensure the automation solutions being considered have the ability to grow in tandem with business expansion.
Involve the right people in the conversation. Consider the opinions of leadership from sales, media operations and the IT team. HR should also be involved to offer the general perspectives and sentiments of employees.

A final consideration for publishing business leaders is working with an automation partner to help navigate the adoption.

What to look for in an automation partner

Automation in this sector of the industry is still relatively new and finding a partner who is well-versed in the area can be difficult. Below are four key traits an automations partner should have:

Adaptability. Can create a customizable program to meet specific needs and integrates seamlessly within existing technology.
Credibility. Have experience working in the client’s industry and can be trusted. They have worked with prominent, recognizable names within the industry and have received endorsements.
Differentiation. Does the partner provide a clear and concise value to the organization?
Support. Available when needed to answer questions, provide high-quality customer service and offer training for employees.

Working with the ideal partner is a crucial part to the successful use of automation and leaders should feel confident in the partner they chose.

How organization culture will affect automation adoption

The likelihood to adopt an automation solution is contingent on the organization and how employees perceive the new solution.

According to our research, most companies fit into four categories when it comes to automation: visionaries, slow seekers, mindful movers and firefighters. The most effective way to get employees on board with automation is to use different tactics depending on the company’s category.

Visionaries are already adopting automation. Their needs are often more complex and strategic, so the number one priority for them is making sure there is a reliable partner who can guide them through the automation process.
Slow seekers have started adopting automation but they need help realizing the value to commit to implementing. Employees need to see the benefits of automation and ensure there will be necessary training.
Mindful movers want to implement automation but are held back due to staffing constraints. Employees need to understand that automation can benefit everyone, no matter the size of the team.
Firefighters know their teams are inefficient and do not have enough time to be proactive or implement an automation strategy. Leaders will need to share the excitement related to onboarding automation and encourage teams to take the plunge.

While many executives recognize the value of automating operations, understanding the nuances—identifying bottlenecks, involving multi-disciplinary teams, and anticipating roadblocks—is essential for successful implementation. The emphasis should be on how automation strategically aligns with broader business goals.

When embarking on the automation journey, media executives need to determine the needs and benefits of each department and find the right partner and approach to successfully implement the new technology. Media organizations that effectively leverage automation will improve the way business is conducted.

Advertising | Industry-Research | Supporter Spotlight

Surprising revenue opportunities offered by automating Ad Ops

August 28, 2023 Michele Bavitz, Global Head of Account Management – Theorem

Ad operations (ad ops) involves a complex number of tasks relating to the execution of online advertising campaigns. With the global digital advertising market expected to hit $185.17B this year, the industry is increasingly competitive at a time of reduced consumer spending and economic uncertainty. This boom in digital advertising can be attributed to the ever-increasing consumer demand for online content and the rise of online shopping. With that in mind, companies using automation to streamline processes and supplement the work of ad ops teams could see an increase in revenue.

Automation has emerged as a tool nearly every industry is using, yet ad ops is still a notoriously manual process. From campaign management and reporting to trafficking and optimization, there are a plethora of procedures teams need to follow to ensure success. This manual process hinders productivity considerably and is prone to human error and inefficiencies – ultimately slowing order cycles and delaying revenue growth.

According to a recent study we conducted at Theorem, 69% of surveyed ad ops professionals cite that their company’s digital advertising processes need improvement. And another 79% reported that the tools or solutions they use to try to solve this challenge could be better.

As advertising is a key revenue model for publishers, streamers and media companies alike, this is a big problem. One that — if not quickly resolved — will lead to unnecessary financial burden that no company can afford.

So, what’s the secret? How can we simplify the ad ops process and find revenue in a place far too often ignored or overlooked?

The answer is automation.

Automation eliminates makegoods

Our survey revealed that the number one pain point for ad ops professionals is finding time to complete time-consuming tasks. End to end, the ad ops process consists of many error-prone tasks. Teams input data into spreadsheets, manually check and cross-check targeting, or pull data from multiple sources to manually create reporting.

This leads to companies experiencing high percentages of makegoods, which occur when an advertising campaign fails to deliver on a pre-agreed target number of metrics. Managing makegoods is operationally time consuming as workflows and reporting are adjusted—not to mention that the advertising campaign itself may underperform as a result.

With the stakes being so high, it’s time for businesses to jump on the automation bandwagon when it comes to ad ops. Makegoods have become so commonplace within the industry they are being written into contracts as an expectation. Automation has the power to revolutionize how organizations conduct business by addressing systemic challenges that increase profits while reducing human error. It can also centralize information and establish consistencies across processes that eliminate bottlenecks and minimize makegoods. By making makegoods obsolete and automating ad ops processes, revenue cycles accelerate. Processing a higher volume of work more efficiently allows ad-supported business models to see increased revenue faster.

Automation boosts strategic thinking and creativity

Ad ops teams realize that the benefits of automation extend beyond eliminating makegoods. Theorem found that three in five ad ops professionals agree that their team does not have enough time to be proactive.

Of those surveyed, 62% said automation can be used for generating reports, 59% said it could be used for completing repeatable tasks and 56% said it could be used for eliminating labor-intensive tasks. Ad ops professionals are able to be more proactive and focus on creativity and the strategic direction of the business with automation performing those tasks.

These professionals are well-versed in a multitude of platforms and are highly organized, detailed-oriented and analytical – making them incredibly valuable to their organizations. Implementing automation and using it as a professional development opportunity adds weight to a business’s career development pathways and can help boost morale and increase employee engagement.

It has long been recognized that a happy workforce is a more productive one. In fact, 90% of survey respondents said they were open to their roles evolving as a result of automation. Essentially, the majority of respondents see automation as a compliment to human efforts, not a replacement. This, coupled with the financial benefits that automation can bring would suggest that the implementation of such technology would have significant benefits to any business.

Ad ops professionals are pivotal to the overall success of an organization, and yet they are often overlooked and underappreciated. Current ad ops processes are archaic and laborious and do not provide the optimal setting for team success. By engaging with automation, businesses can revolutionize their advertising prowess while simultaneously improving the productivity of their workforce. And that is a winning combination that will boost bottom line success.