At this point, most of us have seen the extremely crowded "Lumascapes", which depict the ad tech ecosystem by segmenting the logos of different vendors by their various functions within the value chain. The proliferation of these solutions has created a real problem for ad ops personnel. Each system comes with a separate login and distinct reporting formats. For instance, a publisher may use Pubmatic to fill its inventory by leveraging data collected by BlueKai, while also plugging into Google AdX, AOL, AppNexus, etc. to offer its spots, which are all served via the DART ad server. Each of these vendors will generate their own specific performance reports, and ad ops will generally take hours or even days to distill the reports and make them presentable in a simple, clean format. This process is very manual and generally done in Excel, with offshore teams oftentimes designated by publishers to create the reports.
Enter STAQ, a solution built to address these inefficiencies. The software ingests the logins of all of a customer's vendors, and through APIs and connections built into its growing base of 150-200 partners, enables ad ops to seamlessly pull reports from the various sources in real-time into one clean, web-based interface that is exportable into Excel. So to get back to the Lumascape, this software drastically reduces the reporting complexities created by the large ecosystem of vendors, eliminating tons of busy work that ad ops departments traditionally would have had to manage. One of the biggest values is that it enables ad ops to quickly realize and address discrepancies, in turn lowering costs and freeing personnel to pursue more strategic initiatives. STAQ may be a relatively small startup today, but there's a good chance it will be a household name among the ad ops community in the not too distant future.
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