Solving Ad Operations Challenges
Streamlined communication across teams.
Forecasting model implemented.
Turnaround time reduced to under 3 hours.
The Challenge
A major UK publisher managing over 30 million impressions across 446 campaigns in 2024 had outgrown its existing Ad Ops setup. With a high campaign volume and only limited in-house resources, pressure was mounting. The Ad Operations Manager was bogged down in day-to-day campaign work, leaving no room to focus on bigger-picture strategy or process improvements.
There were also growing concerns around campaign quality and delivery. A lack of trafficking experience meant errors were happening more often, causing discrepancies with advertisers and requiring make-goods. Overbooked campaigns and underdelivery were recurring issues due to the absence of a proper forecasting system. Campaign setup and amends were taking longer than expected and the business was struggling to retain staff in operational roles due to a lack of career progression.
They needed experienced support and a solution that would slot into their existing systems without disruption.
The Response
Adopstar deployed two full-time Ad Operations specialists to work directly with the client’s team. These experienced execs took over daily inbox management, handling all incoming campaign requests and communications. This instantly freed up the Ad Ops Manager to focus on developing internal processes and aligning more closely with the sales team.
A new forecasting model was introduced to support campaign planning. Working alongside the Head of Sales, our team created a process to identify available inventory before proposals were sent to advertisers. Forecasts were based on campaign priority, targeting requirements, format and expected traffic, with a 20% reduction built in to account for fluctuations. Once campaigns were confirmed, they were added to the ad server and inventory was reserved right away.
To simplify workflows, a connection was built between the Salesforce booking system and the Ad Ops inbox. This meant that when a campaign was signed off, all the key booking details were automatically sent to Adopstar’s team. Campaigns were set up faster, assets and updates stayed within a single email thread and everyone involved had visibility over progress and deadlines.
Our team also worked closely with the client’s internal stakeholders to review their existing processes and make improvements where needed. Campaign screenshots were sent as soon as ads went live and reporting was delivered on a regular basis, at both individual campaign and portfolio level. Turnaround times were slashed and quality assurance was handled in parallel with campaign builds.
The Result
The result was a more efficient, better organised and significantly faster Ad Ops function.
Campaign errors dropped dramatically, with only a 0.23% error rate recorded across 859 requests over a six-month period. Campaigns that once took a day or more to traffic were now being turned around in less than three hours. The improved forecasting model meant fewer overbooked campaigns and a smoother delivery process for sales, while communication between teams was more structured and proactive.
By bringing in Adopstar, the publisher was able to improve advertiser confidence, scale campaign output and give their Ad Ops Manager the time and space to focus on what really matters, building the strategy for long-term growth.
