20+ years in ad operations and business development — now focused on the handoff between Sales and Ad Ops, where repetitive paperwork quietly eats hours every week.
I've spent two decades inside the sales cycle and ad operations — startups, NBCUniversal, and a 12-year run building ad ops and business development at Sage Publishing, with a stop at Nielsen eMedia along the way. Small teams, big teams, scrappy budgets, enterprise budgets — I've seen pretty much every version of the same problem: sales waiting on ad ops, ad ops buried in repetitive requests, and time lost that should've gone toward revenue.
The fixes don't have to cost a fortune or take months to build. That's the whole reason this exists.
Every time a sales rep or coordinator needs a technical answer, a creative specs sheet, a campaign report, or has to chase down a billing discrepancy — that request currently lands on Ad Ops as a manual, one-off task. I look specifically at that handoff: where the back-and-forth happens, how often, and how much time it's quietly costing.
The goal isn't a general efficiency review — it's getting the repetitive paperwork off of Sales' plate so they can spend more time actually selling, and giving Ad Ops more uninterrupted time to focus on what actually drives revenue: running and optimizing campaigns.
| Silicon Valley Firm | The Ad Ops Annex | |
|---|---|---|
| Timeline | Months of engineering, often longer than scoped | Days, not months |
| Investment | Five-figure build, plus ongoing subscription fees | A fraction of the cost — built for smaller teams |
| Ongoing cost | Recurring software fees, indefinitely | You own it — no subscription required |
| Who builds it | Engineers building to a spec they're handed | Someone who's sat in the ad ops seat for 25+ years |
| Best fit for | Large, well-funded teams with complex requirements | Small and mid-size teams who need it solved, not engineered |
If you're paying monthly for a platform just to see revenue, CPM, and impressions across your demand partners, the same view can be built once, handed off, and owned outright. No more recurring fee for something you check once a week or once a month.
Not every team needs all six. The audit tells us which of these — if any — are worth building for your specific bottleneck. Each one below started as a real, recurring problem from inside an ad operations seat.
Matches incoming RFP questions against a pre-approved capabilities knowledge base — reps respond same-day, only true edge cases get escalated.
Searchable specs lookup with one-click client email generation — a polished, accurate answer in under a minute.
Compares two reporting sources, flags variances beyond tolerance, and explains the likely cause in plain English.
Converts a raw platform export into a polished, branded, client-ready performance report — every month, automatically.
Revenue, CPM, and impressions by demand partner — the same view as a paid platform, built once and owned outright.
Cross-checks ads.txt declarations against actual partner revenue — surfaces undeclared and stale partners, with the dollar exposure attached.
// most clients end up needing one or two of these, not the whole set
A working session to map where time is actually being lost — observed, not assumed.
Build a system suited to how your team already operates, not a generic template.
You and your team validate every output before anything is considered final.
A working tool your team owns and runs — no ongoing software fees required.
No commitment required — just a quick conversation to see if it's worth pursuing.
Thanks for reaching out — I'll get back to you shortly.