Breakout: Programmatic Team Organization
November 13, 2013—2:30 pm
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