Moving Beyond the Ad Server

Zusammenfassung

Let’s face it – technology has changed our lives and the way we do business. The problem we face today is keeping up with the innovation and continuing to add value as we move into the future. For publishers in the online advertising world, an ad server needs to keep up, too. Our industry has grown up, and now it is time for a professional solution. To demonstrate the role of advertising intelligence in a typical ad operations organization, we have created two scenarios which we reflect upon in our paper. Each scenario focuses on a specific piece of the ad operations workflow and highlights the impact of advertising intelligence for each.