Online Advertising Operations (Online Ad Ops) is a fast growing area and requires a full understanding of online advertising processes, specifically the technologies and platforms involved, the skill sets needed by Ad Ops staff (such as ad traffickers), and the associated costs likely to be incurred by a publisher or digital ad agency.
Members of the iMHO.nl team have held several roles within Online Ad Ops, indeed the company owners have held key positions in the Dutch online market, including working at some of the industries leading publishers, Ad Networks and Media buying agencies. Together they have over 24 years experience.
The aspects of the online business we specialize in are
- Ad management
- Ad inventory control
- Vendor selection
- Yield management
- Email marketing
- Banner creation
- Video advertising
- Behavioral targeting
- Web analysis
Real time bidding
A Sell-Side Platform (SSP) - is a technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences.
Many of the larger web publishers of the world use a Sell Side Platform to automate and optimize the selling of their online media space. A Demand Side Platform (DSP) is a similar technology where buyers seek online advertising inventory and the exact right target audience. Often a method called Real Time Bidding (RTB) is used to complete DSP transactions.
Yield management is the process of understanding, anticipating and influencing consumer behavior in order to maximize yield or profits from a fixed, perishable resource (such as airline seats or or online advertising space).
As a specific, inventory-focused branch of Revenue Management, Yield Management involves strategic control of inventory to sell it to the right customer at the right time for the right price. This process can result in price discrimination, where a firm charges customers consuming otherwise identical goods or services a different price for doing so. Yield management is a large revenue generator for several major publishers.