Part two of a four-part series exploring how programmatic advertising can enable publishers to increase scale through improved efficiency. Part one discussed advertising industry fundamentals.
As we previously explored, today’s digital advertising market moves incredibly fast and changes constantly, and it’s no secret that businesses that operate with greater efficiency can more effectively scale.
Programmatic methods of buying and delivering media will continue to drive greater efficiency by eliminating duplicative manual processes.
But all of the automation in the world doesn’t solve “garbage in, garbage out” problems. The products you offer in the marketplace need to be clear – not only to your customers, but to internal stakeholders as well.
Why You Need to Know What Your Programmatic Products Are
Typical media transactions can include the following people/roles.
- A salesperson
- A media planner
- An account manager
- An inventory analyst
- An ad trafficker
- A QA specialist
- A campaign manager
There may be other roles involved, too.
While the titles and job descriptions may vary by company, the point is that every one of these functional roles needs to understand exactly what has been sold and how it is being delivered, measured, optimized, billed, and reported. A disorderly product catalog can easily lead to poorly executed campaigns and frustrated client expectations.
Spend time on naming conventions, taxonomy, product maintenance, training and communication. Focus on the blocking and tackling. Don’t be afraid to gut the whole room if there are too many holes to patch in the walls.
It’s not easy, and it may not be fun, but having absolute clarity in what you sell to your customers is table stakes for scaling a sales business.
More in This Series
Need help? Let’s talk.
Get more from programmatic. Check out our solutions for Publishers.