The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work

Detalhes bibliográficos
Autor(a) principal: Trigo, Cláudia Pereira
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/160275
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps workAdOpsDigital MarketingFloodlightsCampaign PerformanceCreative OptimizationAd ServerDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoInternship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceFloodlights, tracking tags placed on a client's website, provide real-time data and a centralized platform for tracking and reporting on advertising campaigns, delivering valuable insights into performance Advertising Operations, more commonly referred to as AdOps, teams face a daunting task when managing campaigns, as the lack of optimization of ad server-managed campaigns results in all creatives in a campaign being displayed equally to users, regardless of their performance. This Internship Report explores the use of Floodlights in creative rotation as an important tool for AdOps professionals to optimize work and ad delivery. This report provides an in-depth analysis of Floodlights and their impact on advertising campaigns, including their benefits and limitations. In addition, it will comprehensively analyze the obstacles encountered in the AdOps team from the company where the internship was conducted, during the process of implementing, managing, and improving campaigns. The findings of this study will contribute to the knowledge on Floodlights and their role in optimizing work and ad delivery in the digital advertising industry. Furthermore, this report aims to improve the work of the AdOps team in my internship company. Ultimately, this study highlights the importance of investing in advanced measurement tools to remain easily discoverable across multiple digital devices and achieving better outcomes for clients.Szabó-Douat, TeodóraRUNTrigo, Cláudia Pereira2023-11-22T11:00:06Z2023-10-262023-10-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/160275TID:203391365enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:42:52Zoai:run.unl.pt:10362/160275Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:56.954142Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
title The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
spellingShingle The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
Trigo, Cláudia Pereira
AdOps
Digital Marketing
Floodlights
Campaign Performance
Creative Optimization
Ad Server
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
title_full The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
title_fullStr The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
title_full_unstemmed The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
title_sort The importance of Advertising Operations in a Company: The use of Floodlights in Creative Rotation, for the optimization of AdOps work
author Trigo, Cláudia Pereira
author_facet Trigo, Cláudia Pereira
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Trigo, Cláudia Pereira
dc.subject.por.fl_str_mv AdOps
Digital Marketing
Floodlights
Campaign Performance
Creative Optimization
Ad Server
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic AdOps
Digital Marketing
Floodlights
Campaign Performance
Creative Optimization
Ad Server
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-11-22T11:00:06Z
2023-10-26
2023-10-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/160275
TID:203391365
url http://hdl.handle.net/10362/160275
identifier_str_mv TID:203391365
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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