Breakout: Programmatic Team Organization

1.       Vision:  AdX does dynamic allocation / need another product to showcase profile within marketplace (ex. Rubicon) – need lead gen.

2.       Strictly programmatic seller – SSP, DSP, trading desk – seller and/or ad ops will go on programmatic calls

3.       2 different budgets – programmatic vs. managed sales

4.       Technology issues

5.       IAB:  50% of deals next year will come from Programmatic

Should programmatic be seller trained in programmatic or ad ops in programmatic role?  Is programmatic a sales function or operations function?

ex. Each sales team has own programmatic staff – order management / biz dev working with DFP / programmatic sales dealing with agencies

Programmatic is easy to optimize – so much flexibility / not too hard of a sell – need someone who can speak the language  / non-sales people hate rejection

vs.

Need a sales background:  sales function if not working at CPM, can we adjust it down?  Adjust volumes?

How do publisher inventory / private marketplace look from the buy side?

Success is where audience is relevant to the buy side; non-blind – higher CPMs

DMP and Programmatic relationship –how are they working together

Programmatic guarantee vs. direct sellers – interesting to see how it plays out

Sales team have comp planned assigned:

1.       May be different than traditional comp plan; may be based on additional revenue brought in / incentive for higher CPM rates, etc.

2.       Also compensate for direct sellers for same accounts

3.       Preferred deals coming in through direct sellers – one deal

4.       Managed sales team has original convo with client; get compensated, then bring in programmatic team

Open market buyers are scattered – 2 different budgets / have advertisers that they run through first

How do you build out your team:

1.       Supply – how much remnant left that not direct selling / monetizing

2.       More programmatic than RTB

3.       Arm yourself with info / know your numbers / STR

4.       Recommended org chart for entire company

Separate programmatic team – if you have someone who can focus, it flourishes / half-dedication does not – specialization is key to success for programmatic