IAB report on Programmatic Trading

Dec 11

IAB report on Programmatic Trading

Programmatic buying and selling of advertising is growing rapidly. While some publishers have embraced this new trend, others are only beginning to dip their toes in the water. A lot of publishers have existing direct sales forces in place – many of whom are worried about becoming obsolete, losing their jobs to machines. How publishers build their programmatic sales capability, compensate sales people, and set budgets is important not only for them but to the ecosystem as a whole.

This is the introduction of IAB’s report which includes the 3 steps publishers usually take when forming programmatic sales teams. “Why is programmatic important?” you may ask. Well, according to eMarketer, programmatic ad spending is predicted to rise by over 75% this year and to reach 9 $billion by 2017.

So, if you are a publisher, take a deep breath, peruse through IAB’s insights (http://www.iab.net/media/file/IABDigitalSimplifiedProgrammaticSalesCapability.pdf) & then feel free to contact us at Sales_Hub@tailwindemea.net.