Ad Operations Consulting

We find where the tool should be, then we build it.

25 years in ad operations and business development, now focused on the handoff between Sales and Ad Ops, where the same repetitive paperwork eats hours every week.

Book a free consultation See what gets built
Bottleneck Time suck Tech mess Busywork
→
THE
ANNEX
→
answered resolved owned
Manual, repetitive, and scattered becomes one tool, built once, yours for good.
Who's Behind This

25 years in ad operations. A practical way to fix it.

We've worked ad operations and business development from startups to NBCUniversal, plus a long run building it out at SAGE Publications, with time at Nielsen eMedia along the way. Small scrappy teams, large enterprise orgs, managed campaigns, built reporting systems, answered hundreds of RFPs. We've sat on both sides of the Sales and Ad Ops table.

That's the difference in what gets built here. These aren't tools built by an engineer guessing what ad ops needs. We've done the job.

The fixes shouldn't cost a fortune or take months. That's the reason this exists.

Jeff Bonilla, Founder, The Ad Ops Annex
Jeff Bonilla
Founder, The Ad Ops Annex
Experience across
Startups Nielsen eMedia NBCUniversal Sage Publishing
What We're Actually Auditing

The handoff between Sales and Ad Ops.

Every time a sales rep or coordinator needs a technical answer, a specs sheet, a campaign report, or has to chase down a billing discrepancy, it lands on Ad Ops as a one-off manual task. We look at that handoff specifically: where the back and forth happens, how often, and how much time it's actually costing.

We're not doing a general efficiency review. We're getting the repetitive paperwork off Sales' plate so they can spend more time selling, and giving Ad Ops uninterrupted time to focus on what actually drives revenue: running and optimizing campaigns.

Sales / Coordinator
→
Repetitive AskRFP · Specs · Report · Discrepancy
→
Ad Ops
→
Manual Response
A Different Kind of Build

Faster. Simpler. You own it, not rent it.

Enterprise automation firms do good work: months of engineering, dedicated teams, built for complex requirements. We offer something lighter for teams who need it solved fast.

Enterprise Build The Ad Ops Annex
Timeline Months of engineering, appropriate for complex, large-scale needs 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 Engineering teams, built to spec Someone who's actually sat in the ad ops seat
Best fit for Complex, multi-system integrations with live data feeds A specific workflow problem that needs solving fast
Already Paying For a Partner Dashboard?

All your demand partner reporting in one place. No subscription.

If you're paying monthly for a platform just to see revenue, CPM, and impressions across your demand partners, that same view can be built once and handed to you. No more paying every month for something you check once a week.

Cancel the subscription. Keep the dashboard.
Where This Helps

Custom tools, built around what you actually need.

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 problem we ran into inside an ad ops seat.

sales · ops

RFP Response Assistant

Matches incoming RFP questions against a pre-approved capabilities knowledge base. Reps respond same day, only real edge cases get escalated.

sales · ops

Creative Specs Assistant

Searchable specs lookup with one click client email generation. An accurate answer in under a minute.

sales · ops

Discrepancy Reconciliation

Compares two reporting sources, flags variances outside tolerance, and explains the likely cause in plain English.

revenue

Client Reporting Dashboard

Turns a raw platform export into a polished, branded, client-ready report, every month, automatically.

revenue

Demand Partner Yield Dashboard

Revenue, CPM, and impressions by demand partner. Same view as a paid platform, built once and owned outright.

revenue

Ads.txt & Revenue Reconciliation

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.

How It Works

Four steps, low disruption.

1

Diagnose

A working session to map where time is actually being lost. Observed, not assumed.

2

Design

We build a system suited to how your team already operates, not a generic template.

3

Review

You and your team validate every output before anything is considered final.

4

Hand-Off

A working tool your team owns and runs. No ongoing software fees required.

Free Consultation, No Obligation

Let's talk about what's slowing your team down.

A quick conversation is all it takes to find out if we can help. No commitment, no pitch, just an honest look at the problem.

Goes straight to me. No spam, no mailing list.

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