As part of our ‘Meet a LiveIntenter’ series, we’re taking a look into Shantia Dobson’s life as an ad ops trafficker:
Is the IO new or revised? Do I have to exclude Google Proxy for this campaign? Do I have all the necessary assets to complete this campaign set up?
These are just a few of the thoughts that Shantia Dobson has on a daily basis as a Platform Operations Specialist at LiveIntent. Today, we’re getting to know her and her role here at LiveIntent a little better:
What led you to LiveIntent?
Before LiveIntent, I was a Digital Content Coordinator at a strategic creative studio called Magnet Media. The company specializes in video strategy development, in-house video production services, and video distribution through the company’s premium syndication network.
I worked with the business development team after they secured a new syndication deal to learn about the clients’ key performing indicators, and assisted in executing branded video content campaigns. Working at Magnet Media exposed me to more about the digital ecosystem, and I wanted to position myself to grow further in the industry.
My position at LiveIntent provides me with the opportunity to be a trafficker in a whole new communication channel.
What’s one fun fact about you?
I am a native of the island best known as the land of “wood and water”, known for its crystal clear blue waters, white sandy beaches, some of the world’s most exquisite art, vibrant and intellectual people along with sizzling cuisines…… yes, the beautiful island of Jamaica. I speak Patois and English and growing up I played netball and ran track.
Has your perception about email changed since working for LiveIntent?
Yes! Being a trafficker at LiveIntent has shown me that email has the opportunity to reach the right audience, at the right time because it’s a medium that works cross-device.
Prior to this role, email seemed synonymous with “traditional” – but I’ve learned that email can be intricate, and customizable – and our LiveTag technology allows us to target, serve and optimize ads dynamically at the moment an email is opened.
What’s the key to being a great trafficker at LiveIntent?
There are three key elements to being a great trafficker: being meticulous, agile, and adaptable.
1. Agile: Ad Ops is often asked to find solutions for campaigns that are not spending and to give insights on ways in which you can better optimize the campaign’s performance
2. Meticulous: You have to be able to troubleshoot carefully to diagnose the cause of a problem. For example, testing a pixel to see if it is placed properly onto a page and is tracking conversions. Sometimes you’ll have to do a bit more digging to see if the pricing and bid type are competitive enough for the specific campaign.
3. Adaptable: Every day is also an opportunity to tackle new challenges and to build rapport with your coworkers, and when things don’t quite go as you planned you gain insight into what you can do better next time.
If we don’t remember anything else from this interview, what’s the important thing to remember about Ad Ops?
It’s not a position for someone who doesn’t like to roll up their sleeves and get their hands dirty!
What remains constant is that your role is to be the expert — even in times in which you might also have your own share of questions– because you’re supporting so many teams and subsequent client relationships!
What’s one of the biggest challenges?
One of the biggest challenges as a trafficker is being deferred to as the expert. A trafficker’s job is very technical and analytics driven and procedures are constantly being changed in the industry in which we work, and our responsibility is to be privy to these new changes and adapt them.
Another challenge is how can the platform operations team and the sales team work more closely together to ensure that both parties are meeting our client’s expectations collectively, and that both teams aren’t solely focused on meeting their individual team goals.
Being a trafficker at LiveIntent has been my most challenging role to date. I never knew how dynamic email could be, and all of the nuances that email marketing embodies, but I wake up each day eager to learn and to check my ego at the door. As Gandhi said, “Action expresses priorities,” and my priorities are to learn about the email marketing landscape and to be the best at my craft which I express through my actions.