The Journal of the American Society of Hematology, or “Blood” as it’s known, needed help to manage its growing online advertising sales program.
Instead of hiring and training an in-house ad trafficking specialist, an expensive proposition, the American Society of Hematology (ASH) turned to Ad Delivery Solutions (ADS) to manage its online ad operations. Using Google’s ‘DFP for Small Publishers’ ad serving technology, ADS streamlined the ad trafficking process and gave ASH badly needed sales, technical and reporting support.
More importantly, outsourcing its ad campaign management allows ASH to control ad operations costs with a variable fee structure. Ad operations costs fluctuate with the number of ad campaigns that are sold. If sales are robust, ADS can scale the ad trafficking to meet the demand and fulfill the high value contracts. If sales are slower, ASH saves money on its journal ad operations overhead and keeps the advertising profit margin stable.
“The ADS team provides us with a go-to expert for ad operations, who is skilled at using DFP for Small Business, a critical part of our ad contract fulfillment,” said Julia Robinson, online manager for Blood. “We can’t justify a full time ad trafficker in-house and we certainly can’t afford to make mistakes in our ad delivery. ADS provides the right operations solution for us.”
Based in Washington DC, Blood is a weekly medical journal published by the American Society of Hematology. It provides an international forum for the publication of original articles describing basic laboratory, translational, and clinical investigations in hematology. All articles undergo a rigorous peer review and are selected on the basis of the originality of the findings, the superior quality of the work described, and the clarity of presentation.
Posted via email from Ad Delivery Solutions's Blog By SocialNetGate
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