Digital ad trafficking is the process by which a media plan is built out into a live campaign serving and tracking ads. The goal of the process is to create and prepare a digital media campaign for activation. a digital ad trafficker is responsible for developing and implementing advertising campaigns on the Internet, in order to increase brand visibility and achieve marketing objectives. We could say that the main task of an ad trafficker is to buy high quality traffic and convert it into conversions.
In addition a digital ad trafficker must have high-level knowledge of Internet advertising, they must also understand web programming, image editing, spreadsheets and HTML. Creativity and copywriting skills are also very important. Despite being in the market for a short time, the figure of the digital ad trafficker has become essential for brands and has given rise to different specialties like:
- Ad Trafficker specialized in Google Ads for handling the complex interface of Google Ads and its different options, such as search ads, shopping and display.
- Ad Trafficker specialized in Social Ads to run advertising campaigns on social networks, such as Facebook, Instagram, LinkedIn, YouTube or Twitter.
- Ad Trafficker specialized in eCommerce to attract customer through Online stores to attract and convert customers.
- Ad Trafficker specialized in physical businesses because physical stores require digital marketing efforts, as users often research online before buying offline. Therefore, ad traffickers specialized in physical stores will need to understand the particularities of the customer’s journey.
Day to day activities of Digital Ad Traffickers include planning advertising campaigns on social media and Google Ads. Then after implementing the digital advertising campaigns in the different platforms. It includes tracking the results of the campaigns, which is most important. At last they need to optimize campaigns and brand strategies based on the achieved results.