A Process, Not Just a Tool: The Custom Trading Desk Approach

Trading desks should not be built and operated with a one-size-fits-all mentality – Christine Peterson, US Group Director at MRY, argues that too many agencies over-automate a tool that needs to be customized and separate trading from media strategy. With the proliferation of programmatic buying breaking into premium, brands need tools that are as smart as the people operating them, with customized processes (such as those around metrics) that can incorporate media strategy.