While automated algorithms now handle real-time execution at scale, the anchor of marketing still remains human judgment, trust, and strategic leadership. We sat down with Digital Yield Group’s Director of Operations to talk about what actually keeps campaigns on track behind the scenes. Here is a quick look at cross-border teamwork, real trust, and what it takes to lead an AdOps team today.
Q. In this highly automated and algorithmic environment, what is the role of human expertise in the Ad Operations team today? Is there still space for intuition in your work?
A. No matter how much AI and automation continue to evolve, we are still part of an industry that is constantly changing. I have been in this field for more than a decade, and it has continuously evolved, bringing new challenges along the way. While history can repeat itself, every situation can also bring something new. Regardless of the level of automation or AI we use, there will always be a need for human oversight, understanding, and judgment. Particularly when it comes to understanding client needs and goals, as well as navigating regulations and industry requirements. There always needs to be a human element. Every automation requires monitoring, control, maintenance, and continuous improvement. Technology can support our work, but human expertise remains essential in making sure it is being used effectively and responsibly.
Q. AdOps is known across the industry as an extremely fast-paced environment where massive budgets are on the line every moment. How do you remotely maintain a collaborative and high-trust culture across our international teams?
A. AdOps is, in many ways, one of the most connected departments within an organization. We often use the octopus emoji to describe ourselves — many tentacles, all connected to a single point.
For me, it ultimately comes down to communication and alignment. It is important to make sure that every stakeholder, even across different departments and locations, is working from the same understanding and toward the same goal. When everyone is aligned, communication is clear, and action points are understood and agreed upon, we create the right environment for success. In a fast-paced and remote environment, trust comes from knowing that everyone understands their role, communicates openly, and can rely on one another.
Q. How do you identify and cultivate future leaders within your team, and what non-technical qualities separate a good operator from a great AdOps leader in 2026?
A. As AdOps professionals, we are naturally very focused on technology, performance, and
numbers. However, we should never lose sight of the person behind all of that; both internally and externally. For me, leadership is not only about behaviour or company culture. It is also about understanding where a person is at a particular moment in their life, what challenges they are facing, and what successes they are experiencing. A good leader needs to be aware of these things and genuinely know the people they are responsible for leading.
Another important aspect is the willingness to share experience. Knowledge, lessons learned, and even personal stories can be incredibly valuable when shared with the team. They help us learn from one another, strengthen relationships, and build a stronger team. Ultimately, great leadership is about understanding people, supporting them, and creating an environment where everyone can contribute and grow. As we all know, there is no “I” in “Team.”
Q. Finally, Digital Yield Group is currently expanding its AdOps hub. What key balance of skills are you looking for in a specialist joining your team today?
A. The short answer would be someone with strong analytical skills. The longer answer is that I am looking for a person who has the willingness and curiosity to learn in an ever- evolving ecosystem.
I value people who are genuine team players, who are not afraid to express curiosity, ask questions, try new things, and experiment. In AdOps, there is always something new to learn, so having the right mindset is just as important as having the technical skills.
Most importantly, I look for someone who does not simply settle for “good,” but strives for excellence in the results they deliver. That pursuit of excellence should not come from pressure alone, but from the personal satisfaction and empowerment that comes from knowing you have done your best work.
