Wednesday, a number of Intermarketers attended the Advanced Programmatic Buyers & Sellers training in Washington DC. The all-day event was hosted by the IAB, the Interactive Advertising Bureau, who along with its 650+ member companies develops technical standards and best practices for the digital advertising industry.
The class, led by Matt Prohaska of Prohaska Consulting, provided participants with a better understanding of the programmatic media ecosystem, working knowledge of the key technologies and programmatic ad stack across platforms. It also touched upon “Programmatic Guaranteed” and provided live demonstrations from vendors from both the ad tech side as well as from the buyer perspective.
For Intermarkets it was a chance to really hone in on intricacies of Programmatic and learn the nuances of this ever growing digital buying mechanism. Recently eMarketer stated that programmatic digital display ad spending will reach over $22Bn in 2016, a jump of 39.7% over last year, which represents 67% of total digital display ad spending in the US. With such a large percentage, Intermarkets is committed to offering products and services in the way that people want to buy.
The night cap was a chance to unwind, network and talk shop with our colleagues in the industry. The venue was the new and beautiful Washington Post Headquarters building. There was a wide mix of companies in attendance – publishers included – WashingtonPost, Philly.com, WebFinance, DailyCaller, IJReview to name a few; technology companies included OpenX, Rubicon Project; Agency representatives included such firms as Ogilvy and Mullen Lowe.
The highlight of the night was a panel hosted by OpenX with Martin Calhoun, Director, Digital Advertising Operations and Yield Management at Philly.com and Jason Tollestrup – Director, Programmatic Advertising and Business Intelligence at the Washington Post. The discussion focused on programmatic and more specifically how each of the companies has spent the last year or two implementing header bidding solutions. Philly.com took a very cautious approach, making sure that they focused on the right partners and right solutions – as well as making sure they made changes that were in line with the entire sales strategy. Similarly at the Post, much of their time is evaluating the right partners and making sure that each new partner provides a unique quality about their demand.
Our own Erik Requidan, VP of Sales and Programmatic, asked an interesting question about how buyers keep to date with everything that publishers and technology vendors are working on behind the scenes. Since each ad stack and publisher implementation is different, both panelists agreed that publishers need to spend more time with media buyers, to explain, uncover, and inform the best ways to interact with publishers.