Effective Stakeholder Management in Ad Operations: Building Collaboration for Better Campaign Outcomes
In the complex world of digital advertising, ad operations (AdOps) teams don't operate in isolation. Success hinges on seamless collaboration with a wide array of stakeholders - from sales teams and advertisers to developers, finance, and even external partners like demand-side platforms (DSPs) or supply-side platforms (SSPs). Poor stakeholder management can lead to misaligned expectations, delayed campaigns, revenue leaks, and eroded trust. At ProOps Consulting, we've seen firsthand how effective stakeholder management transforms AdOps from a reactive function into a proactive driver of revenue and efficiency.
This article explores best practices for stakeholder management in AdOps, drawing from real-world strategies that help publishers, brands, and retail media networks (RMNs) build stronger collaborations. Whether you're dealing with Google Ad Manager (GAM) integrations or programmatic deal setups, mastering this skill can boost campaign outcomes and overall business growth.
Why Stakeholder Management Matters in Ad Operations
AdOps sits at the intersection of technology, data, and business goals. Stakeholders include internal teams (e.g., sales pushing for quick campaign launches) and external ones (e.g., advertisers demanding precise targeting). Without clear management, common issues arise:
Miscommunication on Requirements: Sales might promise features not supported by your tech stack, leading to delivery shortfalls.
Delayed Feedback Loops: Developers may overlook AdOps needs in CRM integrations, causing workflow bottlenecks.
Revenue Impacts: Unresolved discrepancies can erode advertiser trust, resulting in lost deals or reduced spend.
Effective stakeholder management mitigates these risks by fostering alignment, ensuring timely inputs, and driving collaborative problem-solving. In our consulting experience, teams that prioritize this see an estimated 15-25% improvements in campaign delivery efficiency and revenue yield.
Step 1: Identifying Key Stakeholders in AdOps
The first step is mapping your ecosystem. Not all stakeholders are equal - prioritize based on influence and involvement.
Internal Stakeholders: Sales (for campaign briefs), finance (for revenue tracking), product/development (for AdTech integrations like GAM or CRM systems), and executive leadership (for strategic alignment).
External Stakeholders: Advertisers/brands (for creative specs and performance expectations), agency partners (for programmatic setups), and vendors (e.g., for tools like ProOps Ads Tracker or SSPs).
Pro Tip: Create a stakeholder matrix using tools like Excel or collaborative platforms (e.g., Asana). Rate each by power (decision-making authority) and interest (level of involvement). This helps tailor communication - high-power, high-interest stakeholders get weekly updates, while others receive quarterly summaries.
Step 2: Establishing Clear Communication Channels
Communication breakdowns are a top AdOps pain point. Establish structured channels to keep everyone informed.
Regular Check-Ins: Set up bi-weekly syncs with sales to review upcoming deals and potential GAM pacing issues. Use shared dashboards for real-time visibility into metrics like impressions and fill rates.
Documentation Standards: Develop playbooks for common processes, such as campaign trafficking or discrepancy resolution. This ensures consistency and reduces back-and-forth.
Tools for Collaboration: Leverage Slack or Microsoft Teams for quick queries, and project management tools like Trello for tracking requirements. For complex integrations, use shared Google Sheets to log AdTech/CRM changes.
In one ProOps engagement, implementing these channels reduced misaligned campaigns by 40%, allowing teams to focus on optimization rather than firefighting.
Step 3: Setting Feedback Cadences and Surfacing Requirements
Feedback isn't a one-off - it's ongoing. Establish cadences to gather and act on input.
Requirement Gathering: At campaign kickoff, host workshops to surface needs (e.g., "What GAM targeting parameters are critical?"). Use surveys post-launch to capture lessons learned.
Feedback Loops: Schedule monthly retrospectives with stakeholders to review performance data. For example, discuss how attention metrics or CTV integrations impacted yield.
Escalation Protocols: Define clear paths for issues, like revenue discrepancies - escalate to finance if unresolved within 48 hours.
This proactive approach not only builds trust but also uncovers opportunities, such as adapting to cookieless strategies through collaborative first-party data planning.
Step 4: Measuring Success and Iterating
Track the impact of your stakeholder management efforts with KPIs:
Efficiency Metrics: Reduction in campaign setup time or error rates.
Revenue Metrics: Improvements in eCPM, fill rates, or advertiser retention.
Satisfaction Scores: Use NPS surveys to gauge stakeholder feedback.
Iterate based on data - perhaps refine playbooks after a quarterly review. At ProOps, our services include custom stakeholder management frameworks that integrate with your existing workflows for measurable results.
Conclusion: Turn Collaboration into Competitive Advantage
Effective stakeholder management in AdOps isn't just about avoiding pitfalls - it's about unlocking growth. By identifying key players, communicating clearly, gathering feedback, and measuring outcomes, you create a collaborative ecosystem that enhances campaign performance and revenue.
If your AdOps team is struggling with stakeholder alignment, ProOps Consulting can help. Our experts offer tailored audits, playbooks, and training to build resilient processes. Contact us today for a free consultation and start transforming your collaborations.
Ready to optimize your AdOps? Book a Discovery Call.