Last week, Joanna O’Connell, Director of Research, AdExchanger presented her findings from the report “The 6-5-3 Framework: How to Pick the Right Programmatic Media Management Model” in a webinar.
The webinar addressed the evolving relationship between brands, agencies, and technology partners and concluded by outlining programmatic management models and how brand marketers can identify a model best suited for their organizations’ business initiatives.
Some topline takeaways from the webinar include:
1. Increasingly, brand-side marketers are expressing interest in owning control over their data and view a direct relationship with a partner who can help them activate data as desirable.
2. Programmatic education is absolutely crucial, on the agency side, as well as the brand side.
3. New skill sets are increasingly important and there is high demand for individuals that have the knowledge to manage and execute digital campaigns.
4. Self-service tools aren’t new, they’ve been around in search for years, but the proliferation of tools has opened up more modes of programmatic management for brand side marketers.
Stay tuned for a post that outlines four ways in which a marketer can execute programmatic campaigns, as identified by MediaMath in the recently released “CMO Solution Guide to Programmatic Marketing.”