Magazine article ADWEEK

Ryan McCpnaghy: OPTIMIZING THE AD OPS COMMUNITY

Magazine article ADWEEK

Ryan McCpnaghy: OPTIMIZING THE AD OPS COMMUNITY

Article excerpt

In an industry that classifies itself as the business backend of advertising showbiz, even the most ardent of ad ops professionals will concede that monetizing traffic, optimizing CPM yield and managing the private marketplace are the lower hanging fruit. Ad ops is an underserved community that has to deftly blend commercial pressures with technical pragmatism.

These pros, like Ryan McConaghy, head of revenue operations at The Atlantic, turn the promises of insertion orders and pageviews into profit that funnel into salaries. With U.S. digital ad spend surpassing offline (totaling $130 billion this year, per eMarketer), the importance of ad ops professionals cannot be underestimated. It's still a rapidly evolving and often overlooked role.

"My mom still doesn't know what I do," McConaghy said.

No one had a shoulder to lean on while monetizing sites. It's one reason why McConaghy founded the HappenslnAdOps community, aka happensinadops.

In 2012, the nonprofit advisory emporium, or as McConaghy describes it as "group therapy for ad ops professionals," acted as the conduit between organizations' engineering and sales teams. Now, this community takes form in the guise of a Reddit and Slack channel comprising almost 20,000 professionals from around the globe, as well as a newsletter that reviews industry developments. McConaghy said sometimes only a GIF can adequately voice the frustrations an ad ops role can emote,

"I think that this is because a little bit of my brain is broken," he explained. …

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