As a publisher, you know how important ad revenue is for your business.
But ad ops can be a time-consuming and complex task, and many publishers find it difficult to manage it in-house.
As a result, outsourcing ad ops to a professional and Google-certified monetization company like Adnimation has become a popular option. But, is it the right choice for you?
In this article, we will explore the pros and cons of outsourcing ad ops to help you make an informed decision.
What is Ad Ops?
Just to make sure we’re on the same page, here’s a concise definition:
Ad ops is an umbrella term that includes monetizing and optimizing your programmatic inventory, and also selling, managing, and reporting on your direct sold inventory.
Now that we got that out of the way, let’s move on to the pros and cons of outsourcing ad ops.
Pros of Outsourcing Ad Ops
- Expertise
- Cost effective
- Access to advanced technology
- Streamlined payments
- Favorable terms with advertisers
Expertise
Working with a reliable monetization company means that your ad management will be handled by experienced professionals who specialize solely in the field of ad ops.
These experts are up-to-date with the latest trends and technologies in the industry, which can help improve the performance of your campaigns.
They can also provide insights and recommendations based on their experience working with other clients in your industry.
Access to Advanced Ad Technology
Monetization companies, and in particular Google Certified Publishing Partners (GCPP) like Adnimation, have access to the latest technology that may be too expensive or difficult to implement in-house.
In addition, leading monetization companies also develop their own proprietary technology like hybrid header bidding, which help improve the performance and efficiency of your campaigns, and give you a competitive edge in the marketplace.
Cost Effective
Outsourcing ad ops to a monetization company can be cost-effective compared to hiring a full-time employee or team.
Monetization companies operate under a revenue share agreement, which means when ad revenue drops due to a bad market, for example, so does the amount you need to pay.
In contrast, employing an in-house worker or team means that you need to pay a fixed salary regardless of how much work is needed or how much revenue you are generating.
Streamlined Payments
When working with multiple demand partners, each partner may have a different payment cycle and payment method.
This can create complexity and administrative burdens for your team, as they need to manage and reconcile payments from multiple sources.
By outsourcing ad ops to a monetization company, you can simplify the payment process.
The monetization company will handle the payment collection and distribution from demand partners on your behalf, and provide you with a single payment for all of your ad revenue.
This saves your team time and effort, and reduces the risk of errors or discrepancies in payment.
Favorable Terms with Advertisers
Professional monetization companies often have established relationships with demand partners and can negotiate favorable payment terms on your behalf.
This can result in higher revenue for your business and ensure that you are receiving the bulk of the advertiser’s budget.
Cons of Outsourcing Ad Ops
- Control
- Need trust
- Customer service
- Transparency
Control
Outsourcing ad ops can mean losing some control over your digital asset. This is because you are relying on a third-party provider to handle the day-to-day operations.
To mitigate this risk, it’s important to choose a monetization company that has a transparent and collaborative approach to ad ops.
Need Trust
Your ad revenue is your livelihood, and outsourcing your ad ops therefore requires a level of trust between you and the monetization company.
You need to be confident that they will deliver on their promises and provide quality service.
To ensure trust, it’s important to choose a company that has a proven track record of success, and to establish clear expectations and communication channels from the outset.
Customer Service
When employing an in-house team, you can simply walk over to their desk if you have an issue.
However, when working through a monetization company, communication isn’t always that easy.
That’s why when working with a monetization company, it’s critical that they have a high level of customer service and don’t leave you high and dry when you most need them.
Transparency
Again, it’s your money, so you need to make sure that you have the complete picture about what’s going on.
When using a monetization company, that’s harder to achieve than when using an in-house team.
In fact, the vast majority of monetization companies only show publishers their net revenue, so publishers don’t know how much they actually earn.
That’s why we at Adnimation show publishers their gross revenue, to ensure that they have 100% transparency about their ad revenue.
Bottom Line: Which Option Will Make Me More Money?
There’s a reason that the vast majority of publishers work with a monetization company. This includes publishers with tens of millions and even hundreds of millions of monthly pageviews.
Using a professional monetization partner will ensure that you are employing the best possible ad management solution for your digital asset.
This translates into more revenue.
However, it’s important that you work with a reliable monetization company, preferably a GCPP and Google MCM partner such as Adnimation.
Working with such a partner will ensure that you are in the best of hands.
If you’re interested in learning more, or would like a free consultation, feel free to get in touch today.
