For agencies, the biggest opportunity in Ad Ops is also the industry’s biggest challenge. It’s data. Now more than ever before, agencies are in a position to help their clients build comprehensive customer profiles, improve their targeting, and increase their reach. But this same data is causing confusion as companies across industries are figuring out how to centralize information into a cohesive marketing strategy.
“The biggest challenge that agencies face when it comes to ad operations at agencies is connecting data (points) together,” explains Angelina Eng, VP, Platform Solutions and Activation at Merkle, a performance marketing agency that specializes in optimizing customer relationships.
“From a data ingestion standpoint, we need to make sure that we’re creating the most complete optimization picture and also make sure that we’re aligning data across platforms.”