Who is responsible for trafficking and optimizing digital ad campaigns?

The responsibility for trafficking and optimizing digital ad campaigns primarily falls to the Ad Operations (Ad Ops) team. This team plays a crucial role in the execution of digital advertising by managing the technical setup of campaigns, ensuring ads are properly delivered across various platforms, and monitoring performance metrics. They handle the day-to-day functions involved in the serving of ads, which includes implementing tracking tags, verifying compliance with specifications, troubleshooting issues, and making adjustments to optimize performance based on real-time data.

In addition to the setup, Ad Ops professionals analyze campaign performance and make the necessary optimizations to improve results, such as adjusting bids, targeting, and placements. Their work is vital to ensure campaigns not only run smoothly but also achieve the desired outcomes efficiently.

While the other roles mentioned may contribute to the advertising process—such as the Creative Team developing ad content, the Media Buyer selecting where to place ads, and the Brand Strategist defining the overall branding approach—they do not directly manage the intricate details of campaign trafficking and optimization to the extent that the Ad Ops team does.