Thirteen years ago, Dennis Colon took a job at Conde Nast that no one else wanted. Now as Senior Director of Revenue and Advertising Operations, he’s a major force in the sweeping changes that have shook up the media giant’s revenue business in the last few years. In the video below, Colon dives into the evolution of Conde’s ad initiatives, how structure produces efficiencies and how operations stays on the cusp of ad tech innovation.
Dennis Colon: We try as best as we can to be at the forefront or part of the conversation when it comes to new products or initiatives. This allows us to be a part of the development of new products as well as frame the conversation.
We normally start out with an internal committee of all the stakeholders. We first define the product internally as well as the players in the vendor space. Followed by what the impact would be within our current state followed by suggested changes. We then figure out which vendor we will partner with after conducting tests with all of the players. We then will work out roll outs per site as we need to get buy in for each brand and corporate.
RB: What skill do you possess that’s helped you succeed in Ad Operations?