How to select a vendor for out sourcing AD Operation?

By Thakur Sahib on April 28, 2009

Ad operation is an integral part of Agency / Network / Publishers workflow. But it is not a regular job for a core sales team or an optimization team. It need people who understand Quality and Process. The qualities which are rare in Sales People! Who thrive mainly on relationship and intellectual instincts! Can Ad ops be outsourced?

The answer totally depends on, how the support and optimization team is coupled with Ad Ops team? If the team depends on verbal and mail communication to get the client query answered, then ad ops and support/optimization team are highly coupled. This does not make outsourcing a good option. If the support/optimization team get their answers daily from an EXCEL report and the interaction with Ad-ops is minimum. Then outsourcing becomes a good option. The answer also depends on the vendor. It is yes, if it is well co-ordinated and the vendor delivers on Time and with Quality. The Key areas are Communication, Quality, Efficiency and Ops Process. Efforts should be taken to figure out the indicators [KPI] to achieve the results. If the job is done meticulously and is driven by a Process, there is no reason it cannot be outsourced.