Curran’s next goal was to allow the ad ops people to take action within STAQ, instead of returning to an individual platform like DFP to make a change.
Working with a unified system has taken hours of work off Ghosh’s plate. Instead of updating every week, she now optimizes daily.
“The CPMs we’re using in the ad server are a lot more accurate,” Ghosh said. Being able to quickly respond to changing market conditions “has directly impacted our revenue,” though she couldn’t share specifics.
The automation reduced the amount of manual errors made and freed her team for more interesting strategic work.
Now, Ghosh is focusing her attention on looking at larger performance trends around areas like viewability, performance by geo, demographic and ad size. She can identify pockets of high-value inventory and renegotiate rates for those spots.
Although the incredibly complicated web of partners that Ghosh deals with every day is one reason why some – including LUMAscape creator Terry Kawaja – call for increased consolidation in the industry, Ghosh isn’t holding her breath.
And neither is STAQ’s Curran. STAQ has 225 integrations, and Curran is betting his business that those won’t be whittled down, either through M&A activity or by publishers reducing the vendors they work with.
Plus, having multiple partners allows Match.com to work with all the players that can increase performance.
“We don’t want to get to a place where we’re working with 100 people who are each bringing in $100,” Ghosh said, “but we want partners that meet our performance standards and add value or unique demand.”