As programmatic increasingly enables brands to both drive outcomes and delight consumers, marketers need the right people and processes in place to maximize their technology investment. In the series “Re-Making the Brand: People, Processes and Partnerships in the Age of Programmatic” produced by MediaMath, we will speak with thought leaders in the programmatic space to see what they’ve done to drive organizational adoption and change through a heavy focus on operational excellence. In a mix of on-camera and written interviews, we will talk to brands, partners and spokespeople from MediaMath. Our first interview is with Mike Novosel, vice president, commercial, at MediaMath, who talks about how the brands he is working with are restructuring their teams and reframing their partnerships to drive programmatic prowess.
“While there is a lot of power in programmatic, I think probably the biggest lesson over the last few years is that brands have watched first-hand how important it is to really take a pause before they jump in head-first and really think about what they are trying to achieve in the process of adopting it more, and how do they work with their partners to develop the most collaborative model that ultimately will make the initiative most successful.”
Watch the interview in full below, and stay tuned for interviews with brands like Uber and FanDuel over the coming weeks.