Are advertisers afraid of the news? That’s the question Jana Meron, VP of Revenue Operations and Data at The Washington Post, asked at Programmatic IO. 

For many brands, the answer seems to be a resounding “yes,” especially during politically charged election cycles. But Meron had a different take. She argued that this fear-driven approach is outdated and costs advertisers big opportunities.

Just a few months earlier, she spoke to publishers at AdMonsters Publisher Forum in Boston, focusing on how publishers can balance brand safety with revenue using smarter, more nuanced solutions that respect journalistic integrity. 

Both advertisers and publishers should rethink what it means to be “brand safe” in the fast-evolving news world. So what lessons did we learn from Meron about why it’s high time to move beyond fear? 

A Tale of Two Audiences: Advertisers and Publishers
At Programmatic IO, Meron talked directly to advertisers, addressing their fears of placing ads near news content, especially political coverage. Armed with data, she made a compelling case for why this fear is misguided. 

For instance, she revealed that ads next to political and opinion pieces on The Washington Post see a 55% higher click-through rate than other parts of the site. That’s right—people are paying attention, and these are the valuable, engaged audiences that brands dream of reaching.

At AdMonsters Publisher Forum, Meron spoke to publishers about how they can proactively address brand safety concerns without sacrificing high-quality news content. She explained how The Washington Post uses AI and machine learning to analyze context, sentiment, and risk level of news content — creating a nuanced taxonomy allowing advertisers to set their omfort levels.

This move away from the old “sledgehammer” approach, towards a data-driven strategy, opens up more ad inventory without sacrificing journalistic integrity.

Why Are Advertisers Still Afraid?

Let’s get into the numbers. According to the 2024 Madison and Wall Ad Spend Forecast, 83% of US marketing executives expressed concern about advertising during elections. In fact, some advertisers blocked more than 40% of WaPo’s inventory this year to avoid “risky” content. This, Meron argues, is a shortsighted move.

The Washington Post reaches 10.9 million election-specific readers, 43% of whom are retail investors and many are decision-makers. These news consumers — particularly those engaging with political content — are some of the most valuable readers out there. These aren’t casual readers; they’re engaged, informed, and don’t mind ads.

The Brand Safety Double Standard

So, what’s the problem? Meron says it’s the old-school brand safety rules treating all news content the same way. The brand safety tools that once acted as a necessary shield against fraudulent or harmful content have morphed into blunt instruments, blocking swathes of legitimate news inventory.

The fear is that ads appearing next to controversial topics will hurt the brand’s image. But Meron pointed out that these worries don’t hold up. Most news consumers understand that ads don’t endorse the story next to them. In fact, they often see brands in news as more trustworthy.

Meron calls for a smarter approach. Instead of broad keyword blocklists, we need tech that can differentiate between high, medium, and low-risk content. The Washington Post uses AI to do just that, unlocking 15-25% more ad reach for advertisers. It’s proof that you don’t need to sacrifice quality for safety.

Tech Has the Answers—If We Use It Right

What’s the big takeaway from both of Meron’s talks? The tech is here to help us handle brand safety better. AI and machine learning can understand the context of news, including sentiment and bias. That means we can stop treating all news as risky and start making more informed choices.

“The fear that news is too risky is understandable but doesn’t make sense,” she said at Programmatic IO, emphasizing that modern tech can identify sentiment, bias, and context in ways that past tools could not.

At AdMonsters Publisher Forum, she pushed publishers to educate advertisers on this new reality. “It’s not the year of mobile or whatever,” she said. “It’s time to actually do something.” Publishers can use these tools to show advertisers that news content isn’t something to fear — it’s an opportunity.

Facing the Fear: Time to Rethink Brand Safety

It’s time for both advertisers and publishers to face facts and stop letting fear dictate brand safety strategies. Meron made it clear: advertisers are missing out by avoiding news content. Ads next to quality journalism have higher engagement and reach valuable audiences. Meanwhile, publishers should embrace advanced tools to offer nuanced brand safety solutions that align with their content’s integrity.

News Is Good News for Your Business

Brand safety in 2024 doesn’t mean avoiding news and risk entirely — it’s about understanding, navigating, and harnessing it to capture highly engaged, valuable audiences. And, publishers, for their part, must continue to advocate for smarter, more nuanced brand safety measures that respect the integrity of news.

The tools and strategies are there; it’s time for the industry to use them. The audience is waiting. As Meron said, “News is good news for your business.” The sooner we face the facts and acknowledge that, the better off the entire ad tech ecosystem will be.

The post Rethinking Brand Safety: Lessons from Jana Meron on News Advertising in 2024 appeared first on AdMonsters.

On the newest season of Netflix’s social media reality show The Circle, the hosts surprised contestants with the appearance of an AI persona, Max. On the show, producers place contestants in a room alone, and all communication occurs through screen. As they compete to be the most popular player, the show dissects how diverse communities of people interact with each other online and the bonds or divisions this can create. 

Throughout the show’s six-season run, we’ve had people play as themselves, as catfish, but we have yet to see artificial intelligence cosplay as a human being. With the surge of generative AI in mainstream culture, The Circle, which is in part a social experiment, attempts to reflect on this constantly evolving technology. 

At first, Max enters The Circle in secret, hiding behind the screen of a human profile. But the host eventually announces to contestants that they are competing with an AI player, and they are tasked with fishing them out. Viewers watched Max converse with human beings, implementing what the AI called its “human imitation strategy” in hopes that it would evade detection. The host, Michelle Buteau, astutely jokes, “Did your hair stand up on the back of your neck when he said, human imitation strategy?” 

As professionals, this scenario begs the question, how evolved is AI’s, “Human Imitation Work Strategy?” Since the meteoric rise of generative AI, some have wondered whether their jobs were at risk. Is this a reality that ad ops and rev op professionals should consider for the near future?

How Effective is AI’s Human Imitation Strategy? 

On the show, the AI Max did a good job imitating its human counterparts. Most of the contestants didn’t suspect Max because the AI’s answer seemed “genuine and human.” Most suspected Steffi, an astrology enthusiast, or Caress, who is catfishing as her younger brother Paul. 

Spoiler alert…the contestants did not catch the AI. But this is a reality competition show. How would an AI handle an ad or rev ops role? 

Ad ops and rev ops professionals leverage generative AI within ad tech for targeted customer outreach, employing its capacity to analyze vast datasets and discern intricate consumer patterns. Through machine learning, brands identify potential purchasers based on demographics and past behaviors, optimizing ad placement for efficacy. 

Moreover, generative AI facilitates personalized marketing materials by integrating user data to tailor content to individual interests, enhancing consumer engagement. Additionally, it aids in campaign evaluation by analyzing ad performance data to offer actionable insights, though human oversight remains essential in this evaluative process.

But even with all these skills, your jobs are not at risk, for the most part. Adam Hua, Co-Founder of Aeon, believes that AI will assist revenue and ad ops teams across publisher organizations but does not see AI as a threat to jobs. It is a tool to simplify tasks by creating more streamlined work productivity. 

“However, as efficiency increases, it may create higher expectations of work output,” said Hua. “In that sense, those not adopting and applying these AI-assisted tools may become casualties and be replaced by peers applying AI while reducing the risk of human error in data entry, optimization, or reporting. Ultimately, decision-making and strategy would still require human direction.” 

Furthermore, as Greg Verdino, Principal Analyst and Founder of CognitivePath Research, Inc., asserts, AI will take on various ad and rev ops tasks. Specifically, it will automate anything routine and data-intensive. This includes segmentation, campaign optimization, data analysis, and reporting. Even then, Verdino says that these tasks will still benefit from having human assistance. 

Yet, there is a caveat. While humans still need to assist with AI integration, the number of employees required may decrease. As ad ops and rev ops tasks become more efficient through AI, marketing teams may need far fewer ad ops specialists on staff. 

“In the end, this will require marketing leaders to redesign roles to put more emphasis on the ad ops and rev ops tasks that humans are more uniquely suited to — things like strategic decision-making, client management, and interpersonal relationships (including the key rev ops job of creating alignment between marketing and sales!); handling exceptions, edge cases, and crises; handling legal, compliance, and ethical issues; and of course managing and gut-checking the work done by machines,” said Verdino.

Robots in the WorkPlace…How to Prepare for Our New Artificial Friends

Whether you like it or not, AI is already in our workplaces, and we have to prepare for its further integration into every fabric of the workforce. But there are things you can do to prepare. 

Leaders must prioritize addressing job displacement by adopting a human-centric approach, emphasizing agency, autonomy, authority, and accountability. This involves reimagining job roles, workflows, and incentives. 

According to Verdino, future roles in advertising operations, revenue operations, and marketing are likely to evolve significantly. Businesses must invest in reskilling and upskilling their workforce, focusing not only on technological skills but also on soft skills like adaptability, critical thinking, emotional intelligence, and resilience. This necessitates shifting towards continuous, hands-on learning experiences rather than relying solely on traditional training methods.

The post Hey Circle, “Is AI Going to Steal Ad Ops and Rev Ops Jobs?” appeared first on AdMonsters.

Alexander, or Alex as he is affectionately known, is Senior Director of Revenue Operations at My Code, the largest multicultural media company in the U.S. enabling publishers, brands and agencies to connect with diverse audiences. 

As a marketing major in college, Haluska dreamed of landing a job akin to Mad Men’s Don Draper. The allure of advertising quickly transformed into a fascination for the intricate workings of ad tech, with a healthy dose of spreadsheets and ad tags. 

Having embraced the challenges and realizing that this unassuming path was where his talents truly shone, now he’s navigating the complex terrains of the advertising ecosystem to advocate for a more nuanced understanding of audience dynamics. By steering the industry toward a more inclusive future, Haluska is bringing to life the profound appreciation he has for the sacrifices his family made to pave the way for his future. 

Hispanic Heritage Shaping Perspective

As a second-generation immigrant born to a Mexican mother and a Spanish father, Haluska’s dual heritage instilled a strong work ethic and natural inclination to succeed. Haluska proudly identifies with his Mexican heritage, emphasizing the importance of family in his life and how the struggles his parents and grandparents endured helped shape the path for his fruitful future. 

“In Mexico, my grandparents worked on the farms, in the fields. It really helps put things into perspective,” he says, acknowledging the hard work that paved the way for his success. “It really makes me want to take full advantage of the opportunities I’ve been given knowing that they put so much work into giving me these opportunities.

In his role at My Code, Alex isn’t just managing revenue streams; he’s making a meaningful impact, he’s helping to steer the advertising industry towards a more inclusive future. “It’s less about creativity and more about making sure you’re embracing cultures,” he says. “Understanding different traditions and letting that influence seep over can help you construct better campaigns, regardless of what audience you’re trying to reach.”

For an industry that’s often critiqued for its one-dimensional portrayals, Haluska advises a different approach. In particular, he points out that the ad tech industry still has a long way to go with it comes to inclusion. “It’s blatantly obvious that things like inclusion/exclusion lists, site lists, and keyword block lists often miss the mark,” he observes. “By doing so, buyers are probably missing out on great content around different celebrations and traditions. It’s less about ingenuity and more about making sure we’re reaching audiences authentically.”

My Code’s commitment to diversity and inclusivity is evident in their projects. They collaborate with creators from diverse backgrounds to align priorities between advertisers and underrepresented communities. Hulaska takes pride in these endeavors, knowing that authentic connections can be made when brands prioritize meaningful engagement over generic targeting.

His dedication to diversity and inclusion is not limited to his professional life; it’s a personal mission. Hulaska firmly believes that “A diverse team brings fresh perspectives and innovative ideas,” making it a driving force behind My Code’s success. He champions this cause both within and outside the company, advocating for equal opportunities and representation in the advertising world.

Mentors Who Ignited Growth and Advice For Freshman

On his journey through ad tech, mentors played pivotal roles. From the visionary CEO, Parker Mors, to his supportive boss, Mark Murrin, and the esteemed former president, Tony Gonzalez, he found mentors who believed in him. They didn’t shield him from challenges but rather empowered him to learn from his mistakes and actively participate in vital conversations. Their guidance and willingness to seek his input proved invaluable in his professional growth.

“I owe a lot to the three of them,” the senior director admits. “They really went out of their way to make sure I was growing in my career,” he remarks, highlighting the significance of supportive mentors.

In turn, Haluska advises incoming ad techies, “Be curious and ask questions.” He encourages seeking guidance from experienced colleagues and using available resources like YouTube, Reddit, and Slack communities to expand your knowledge. Being proactive and finding answers to problems, even when they seem elusive, can set one apart in their ad tech career. Whether it’s learning the intricacies of Excel or navigating the dynamics of a new workplace; never underestimate the power of mentors. The rev ops pro encourages freshmen to embrace challenges and learn from failures and also recommends leaning on networks, both within and outside the company, to get ahead.

Adapting to Industry Change

The advertising ecosystem has undergone remarkable transformations during Hulaska’s tenure in the industry. Technological advancements are shaping the space, from the rise of Google tools and data-driven strategies to the complex world of user identity without cookies, from advances in brand safety and attribution models to the emergence of CTV — he’s seen enough to make his head spin.

This is why he advocates for building community and fostering collaboration in the industry, making it easier to decipher the ever-expanding array of ad tech innovations and to increase the likelihood of success for all parties involved.

While Hulaska’s typical day revolves around onboarding SSPs, project execution, conducting yield analysis, refining product offerings, maximizing revenue across the portfolio, and ensuring the efficiency of processes — he has a unique ability to identify promising partnerships, nurture them, and guide them to fruition, ensuring that My Code drives results. From the initial spark of an idea to the final execution, he’s involved every step of the way. His dedication to ensuring that partnerships are not just successful but also mutually beneficial has earned him the respect and admiration of colleagues and partners alike.

A Vision for the Future

As Hispanic Heritage Month reminds us of the rich tapestry of cultures and talents that make up our society, Alex Haluska stands as a symbol of excellence. His insights into industry changes and the importance of cultural understanding serve as a valuable lesson for ad ops professionals. From a young, ambitious advertising enthusiast to a senior director overseeing multimillion-dollar revenue streams Hulaska’s course is a testament to the power of determination, hard work, and the impact of supportive mentors.

The post Celebrating Hispanic Heritage: My Code’s Alexander Haluska on Navigating a Career in RevOps appeared first on AdMonsters.

AdMonsters hosted a Linkedin Live with Rachael Savage, SVP of Ad Revenue Operations at Hearst, and Brooke Edwards-Plant, VP of Global Ad Ops and Revenue Platforms at Condé Nast, in preparation for their PubForum Coronado Keynote, “Growing Your Career Through the Rev Ops Ranks.”  

This dynamic duo walked us through the past and present of their Rev Ops careers, talked about the skills required for being a good leader, and offered the audience insights about which of their takeaways they hoped will continue to resonate with them after the session. 

Click on the image below to be taken directly to Linkedin Live…

What is the best career advice you’ve ever gotten? 

Rachael Savage: “It’s really easy to get mired in the weeds of our work. When digging into campaigns or metrics, sometimes you need to remember to take the time to take a step back and ask yourself why you’re doing it, why it’s essential, and what should happen next. At some point, I was working on something huge, and an executive told me, pick your head up and don’t be Little Miss Ad Ops. In retrospect, it was a little insulting, but it’s right. Sometimes I  have to remind myself to step back and think about the big picture when I get into the thick of things.”

How would you describe a great Rev Ops Professional? 

Brooke Edwards-Plant: “You need to be resourceful. This job can be stressful. It often requires, in some cases, very junior folks working on things that are visible to senior people. You must ensure you build a team that can work independently and problem-solve. Resourcefulness will get you by in everything, not just ad ops. As you rise through the ranks and want to expand into other things, the ability to problem solve and come up with the solution is significant.”

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