If you’re thinking of building an in-house programmatic advertising team, don’t assume that success relies merely on scale. Even the leanest can become its very own powerhouse – a place where man meets machine.
So, who are the protagonists that form your badass in-house programmatic team?
THE DEDICATED GENIUS
(YOUR DMP)
No team is complete without a dependable force behind the scenes, diving into the detail and making sense of all the complexities no one else can handle. For brands taking more control of their programmatic, this (automated) genius comes in the form of your DMP, working vigorously without fatigue, toiling through the night to decipher meaning and unearth potential in the colossal volumes of data that you own.
THE DATA WHIZZ
(YOUR DATA SCIENTIST)
Technology is nothing without the magic of the human touch. Your DMP needs guidance while it works through the information you feed it, helping the system to locate insight in complex patterns. Your Data Scientist is systematic, holding practical wisdom, which brings a superhuman element to the data management dynamic. They understand the art of the algorithm. And, crucially, they know how to talk to the machines and conjure the greatest performance out of them.
THE SUPERSONIC RESPONDER
(YOUR DSP)
Armed with clean, well-categorised data, your DSP is ready to transform learnings into successful hits. Plugged into the programmatic ecosystem, it keeps watch over all the available impressions, and – when the right opportunity emerges – reacts in milliseconds to deliver your ad. With machine learning, your DSP’s intelligence escalates during campaign flight periods, increasing the effectiveness of future re/targeting activity.
THE MASTERMIND
(YOU)
Diversity is powerful, but with a team as motley as this, you need a shrewd leader. If you’re reading this blog, that’s probably you. The Mastermind is a strategist possessing expansive cross-channel experience, knowledge and intuition. They know how to get the most from their people and the tech. Whilst the Data Scientist, DMP and DSP excel in their specialist areas, the Mastermind stands at the epicentre of the action, mobilising the team to work towards synchronised goals.
Recruiting talented people and choosing the right tech takes time, but we’ve seen many brands bring their programmatic in-house with only a handful of staff, and really made the channel work for them.
The characters above represent the cornerstones of any successful programmatic team – DATA MANAGEMENT, TECHNOLOGY AND THE HUMAN TOUCH OF A WELL THOUGHT OUT STRATEGY. No matter what the breadth of your resource, if you can secure and appropriate these three elements, you have a solid foundation to evolve from – and an incredible team in-the-making.
To find out more about taking your programmatic in-house, contact [email protected].
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