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More media companies are outsourcing ad operations than ever before, and it’s no wonder: ad ops are time consuming and increasingly complex. Expert ad ops teams can bring in consistent revenue for digital publishers, but talent can be hard (and expensive) to find. Ad management, site management, revenue and performance optimization, reporting and more are all critical tasks, but they require constant testing and experimentation for best results. This constant need for change can overwhelm small-to-mid sized publishers and distract them from what they really do best: create content.  

If this sounds familiar, it may be time to consider outsourcing critical ad operations tasks to an expert vendor. Still on the fence? Consider these five signs that now is the time to look for external help: 

You’re struggling to optimize campaigns 

It takes time to acquire the necessary skills for campaign management. If you (or your team) are struggling to optimize campaigns, it could be a sign that you simply lack the time required to get up to speed. Outsourcing ad operations will allow you to break this barrier to success immediately, instead of spending precious resources trying to upskill. 

You want to focus on content 

Most publishers enter this business to do one thing: share great content with an audience they love. While successful ad operations keeps the lights on and the revenue flowing, it requires a lot of time, energy and expertise. If you’re finding that ad ops is distracting from your publication’s core purpose, consider enlisting the help of an external vendor. 

Efficiency gains will improve your bottom line

Often, publishers know more efficient campaign execution will improve revenue, but they’re not sure how to get there. Expert ad ops is all about finding small but critical opportunities for efficiency. A trained eye can find ways to optimize across the board, and these small changes add up to big rewards – if you can find them!  

Technical challenges are distracting from strategy

The multiple, highly-technical ad operations tasks required for success can distract from high-level strategy. Ad ops needs to audit the website, add or remove ad units, optimize performance, consistently balance CTR and UX, and more. Don’t get weighed down in technical minutia if you don’t have to! Find a trusted partner to tackle these challenges so you can focus on what will grow your audience. 

You need to reduce overhead 

Let’s face it, it can be hard to find advertising operations talent. Because of the specialized, technical nature of this field, it is expensive and time consuming to add to your team. One of the clearest benefits of outsourcing your ad ops is that you can pay only for what you need, scaling up or down as required while benefitting from true expertise. Especially today, the option to outsource technical tasks like ad ops is critical for short and long term success. 

Finding a trusted partner 

Ready to outsource advertising operations but not sure where to start? We can help. Contact us today to discuss your options.  


Lineup Systems is the world's leading provider of media sales technology, representing over 6,800 media brands globally, including Gannett/USA Today, New York Times and News Corp. Amplio is Lineup's multi- channel audience monetization solution that helps media companies realize their full reader revenue potential, using data-driven intelligence to engage, nurture and monetize readers with personalized offers that increase reader revenue and reduce churn. Adpoint is Lineup's end-to-end multi-channel media advertising sales solution that helps media companies streamline operations, make better use of data, increase efficiency and boost revenue.