19June 2020Ad Management in a Fragmented EcosystemChandon JonesBy Chandon Jones, SVP, US Ad Operations, KinessoThe Internet, the World Wide Web, Cyberspace, whichever name you prefer to use, we can all agree that itis a great resource for education, sharing and entertainment. As we scroll through pages of information and entertainment sites, we are often inundated with ads vying for our attention, hoping for an engagement of somesort. With so many potential ways for users to view and engage with these ads,brands are clamoring for the most efficient way to find and expose an audience to their brand. The basis to provide this efficiency begins with a strong strategybut also requires an ad management toolthat can help execute that strategy.Anad managementtool at its core is a storage center used to manage and organize digital ads, but ideally it should provide the architectural framework that allows you to organize and implement the brand strategy needed to reach your target audience at the right place and time. The type ofad management tool utilized can vary depending on the type of media functionally required. There can be some overlap in functionality but in many cases a specialized and distinct ad management toolis required for Display, Video, Search and Social Ads. Displayad management:Standard Third-Party Ad Server (3PAS) ­ Platforms such as Google's Campaign Manager, FlashTalking and Adform all can CXO INSIGHTS
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