Advertising Operations, or "Ad Ops" as it is commonly referred, is a growing segment in the marketplace for advertising professionals. Today, the segment is primarily focused on online advertising operations vs traditional advertising mediums. Generally it refers to the flow of business operations behind the scenes or post-sale. It can encompass everything from Sales Planning, Media Planning, Ad Trafficking, Inventory Management, and Account Management to Yield Management and Campaign Optimization. The segment has increasingly gained recognition as a breakaway from traditionally technical fields to client facing, rounded online advertising experience.