Digital Content Next (DCN) released insights into the future of programmatic advertising based on in-depth interviews with executives at 10 digital content companies from DCN’s membership including Vox, The Weather Company, Business Insider and CBS Interactive. “Practical Tips for a Programmatic Future” offers a behind-the-scenes peek at these organizations and details how they have prepared for a future with an expected continued rise in programmatic spend. DCN’s key takeaway—that programmatic is not a channel but a broad set of automation and efficiency tactics that can be employed across a range of inventory—is one of the valuable insights from the white paper.
Vendor partnerships are important
- Integration with constantly-evolving players in the ad tech stack is what makes building ad technology in-house prohibitive; all interview participants said they are not pursuing internal solutions and will instead rely on vendors.
Learn and grow with the buy side
- Most executives interviewed stressed the need to proactively talk to clients about their programmatic capabilities, as they are often unaware of them or how they can benefit their marketing campaigns.
Enable and incentivize your sales team to embrace programmatic
- Automation will not diminish the importance of sales relationships. Half of those interviewed said they are starting to see large buys that include some programmatic component; therefore, it is important to educate and enable account executives to have conversations about programmatic with clients.
Designate programmatic expert(s) on your team
- Digital content companies interviewed have created new roles for programmatic specialists. Broadly there are two types of functions that programmatic specialists will have to perform: (1) supporting the direct sales team; and (2) managing vendor and platform relationships.
Leverage first-party data and other organizational resources
- Programmatic specialists will need to work closely with engineering, analytics and data science teams to build out data capabilities and products.