From OAO to adops.com: CEO Craig Leshen on Elevating Ad Ops for Publishers

OAO is now adops.com—but this rebrand is more than a name change. CEO Craig Leshen talks about what’s needed to move ad ops out of execution mode and into a strategic role that drives revenue, operational clarity, and long-term growth for publishers.

Publishers today face complexity from every angle.

Ad tech keeps evolving, revenue pressure keeps mounting, and privacy compliance grows increasingly demanding. As these pressures escalate, publishers have recognized that ad ops must play a more strategic role, not just a tactical one.

However, transitioning ad ops teams from reactive execution to proactive strategic partnership can be challenging, especially given the operational complexity.

To unpack what this shift actually requires for publishers, we spoke with Craig Leshen, CEO of adops.com (formerly OAO). In this exclusive conversation, Leshen discusses how publishers can move ad ops from the margins to the strategic center, and why doing so is not optional, but essential.

AdMonsters: What’s the biggest misconception publishers may have about their ad ops teams?

Craig Leshen: The biggest misconception isn’t that publishers undervalue ad ops. Instead, ad ops teams are naturally seen primarily as tactical because, historically, the function has been complicated and seemingly reactive. Publishers recognize the value these teams provide, but complexity often creates a barrier, keeping ad ops out of strategic conversations.

The real missed opportunity is that ad ops teams hold deep operational knowledge that can directly drive revenue strategy and help publishers proactively adapt to industry changes.

AdMonsters: If publishers know there’s a gap, what’s preventing them from strategically elevating ad ops?

Craig Leshen: Two primary things stand in the way: operational complexity and outdated outsourcing approaches. The daily reality of ad ops involves constant firefighting, meaning they’re often in the position of having to address immediate issues rather than proactively planning for strategic growth.

Additionally, the traditional outsourcing models that publishers have relied on tend to reinforce this tactical approach. Those older models, marked by frequent turnover and impersonal interactions, haven’t allowed ad ops teams to step up strategically. The result isn’t a lack of effort or awareness from publishers. It’s simply structural obstacles making strategic alignment challenging.

“Publishers deserve partners who proactively understand their needs, anticipate challenges (like privacy regulations or new AI technologies), and advocate for solutions before publishers ask.”

AdMonsters: What needs to change about the outsourcing approach to enable ad ops to be strategic?

Craig Leshen: The outsourcing model itself isn’t flawed, but the transactional approach is. Operational partners must genuinely integrate into a publisher’s internal culture, operational model, and strategic goals. It’s about alignment and shared accountability, not just scale or cost savings.

Publishers deserve partners who proactively understand their needs, anticipate challenges (like privacy regulations or new AI technologies), and advocate for solutions before publishers ask. That’s the difference between transactional outsourcing and genuine operational partnership.

AdMonsters: You recently rebranded OAO as adops.com. How does this tie into the shift you’re describing?

Craig Leshen: Our rebrand isn’t us signaling to the world we’ve become something new. Instead, we’re stating who we’ve always been. Changing from OAO (“Outsourced Ad Ops”) to adops.com aligns with our identity, the strategic ad ops partnership publishers have long needed, and we’ve always provided for over 20 years.

Publishers often struggle to distinguish transactional outsourcing from true strategic alignment. Our new identity makes that distinction clear, emphasizing operational transparency, proactive advocacy, and deep integration—all of which we’ve consistently delivered as an embedded partner rather than a reactive vendor.

AdMonsters: What becomes possible when publishers successfully give ad ops that strategic seat at the table?

Craig Leshen: When publishers successfully move ad ops into a truly strategic role, the impact extends far beyond day-to-day operational improvements. Yes, revenue gaps close and operational efficiency rises, but something bigger happens. Publishers gain genuine control over their future. Instead of constantly chasing problems, teams can proactively identify opportunities and anticipate challenges. Decisions become clearer and more confident because a holistic understanding of operations, revenue, and technology informs them.

What really changes is the entire operational mindset. Publishers stop seeing ad ops as overhead or cost centers and begin recognizing these teams as strategic assets that fundamentally shape revenue outcomes and long-term business sustainability. In practice, this means better alignment between sales, technology, compliance, and revenue management, all working in sync. Publishers don’t just weather industry shifts; they capitalize on them. That’s the real shift here.

Ad ops moves from operational burden to a genuine competitive advantage, positioning publishers not just to react, but to strategically drive their own growth.

Source: https://admonsters.com/elevating-ad-ops-for-publishers/