{"page":"/blog/ad-ops-explained","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Publisher (sell-side) ad ops","Buyer (agency or brand) ad ops"],"rows":[["Works for","A website, app, streaming service or retail media network selling ad space","An advertiser, an agency or an in-house buying team"],["Main systems","The publisher's ad server (for example Google Ad Manager, Kevel, Equativ, FreeWheel) and SSP consoles","A DSP (for example Display & Video 360, The Trade Desk), an advertiser ad server and verification tools"],["Core objects","Orders, line items, creatives, ad units, key-values, floors","Campaigns, insertion orders, line items, creatives, audiences, deals"],["Daily tasks","Traffic insertion orders, set priorities, manage header bidding and deals, fix delivery problems","Build campaigns, attach audiences and deals, apply brand safety, pace budgets"],["Measured on","Delivery against the contract, fill rate, eCPM, revenue","Delivery and pacing against plan, cost, media quality"]],"sourceUrls":[[],[],[],[],[]]}