Programmatic – the industry for you?
Programmatic Sector Overview
Programmatic is a term used to describe the use of technology to automate the buying and selling of advertising. Programmatic ad buying includes both real-time bidding (RTB) and non-real-time bidding (non-RTB) methods. RTB is a process whereby advertisers can bid on individual ad impressions in real time, while non-RTB programmatic buying generally involves pre-negotiating deals with publishers or ad networks.
Programmatic ad buying has grown in popularity in recent years due to the many advantages it offers over traditional methods of ad buying, such as increased efficiency, transparency, and control. Programmatic buying also allows for more targeted and effective advertising, as well as the ability to scale campaigns quickly and easily.
Despite the many benefits of programmatic ad buying, there are also some challenges that need to be addressed, such as the potential for fraud and lack of transparency in some cases. However, these challenges are gradually being addressed by the industry, through the use of ad verification technology companies, and programmatic ad buying is expected to continue to grow in popularity in the years to come.
What types of jobs are available in the programmatic sector?
Programmatic is a rapidly growing industry and there are a number of different types of jobs available. Some of the most common roles include:
Campaign Manager
Responsible for planning, executing, and optimising programmatic campaigns on behalf of advertisers or agencies.
Ad Operations Manager
Responsible for the day-to-day management of programmatic campaigns, including set-up, trafficking, and reporting.
Media Strategist
Responsible for planning and executing media campaigns on behalf of advertisers or agencies, which includes programmatic as well as other channels.
Sales Executive - Ad Tech
Responsible for selling programmatic technology to advertisers and agencies.
Programmatic Strategist
Responsible for planning and executing programmatic campaigns on behalf of advertisers or agencies.
Analyst
Responsible for analysing data related to programmatic campaigns and providing insights and recommendations.
Sales Executive - Publisher
Responsible for selling ad inventory to advertisers programmatically, usually via an ad exchange.
Sales Executive - Publisher
Responsible for selling ad inventory to advertisers programmatically, usually via an ad exchange.
What companies are involved in the programmatic sector?
The programmatic ecosystem is made up of a number of different types of companies, each with their own role to play.
Advertisers and agencies are the main users of programmatic technology, as it allows them to automate the buying and selling of advertising space. Ad tech providers are the companies that develop and sell the programmatic technology that is used by advertisers and agencies.
Publishers also play a key role in the programmatic ecosystem, as they make their ad inventory available to be bought and sold programmatically. Ad exchanges are the platforms where publishers list their ad inventory and advertisers can bid on it in real time.
Data providers supply advertisers with the data that is used to target ads programmatically. This data can be first-party data, which is collected by the advertiser themselves, or third-party data, which is collected by a data provider and then sold on to advertisers.
There are also a number of other types of companies that play a role in the programmatic ecosystem, such as ad networks, demand-side platforms (DSPs), and supply-side platforms (SSPs). Increasingly, companies that use programmatic advertising are working with ad verification partners too, who are responsible for verifying the ad placements, monitoring fraud, measuring visibility, and managing brand safety.
What skills are required to work in programmatic advertising?
Programmatic is a complex and ever-changing industry, so it is important to have a good understanding of how the ecosystem works. It is also important to be analytical and have good problem-solving skills, as programmatic can be data-heavy.
Experience with ad technology and platforms
As programmatic relies heavily on technology, it is important to have a good understanding of how ad tech platforms work.
Strong communication and presentation skills
Programmatic is complex and ever-changing, so it is important to be able to communicate clearly and concisely, both in writing and verbally.
Sales experience
Many roles in programmatic require experience in sales, as you will be selling either ad space or programmatic technology.
Project management experience
Many roles in programmatic involve managing multiple projects at once, so it is important to have strong project management skills.
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