Many still believe that programmatic is an automated way to buy and sell in an Ad-Tech space, which will result in headcount reduction. Though the fact is people are still needed to correctly execute the technology to drive revenue. Focus is on getting the right mix of sales and operational people to scale. The promise of programmatic automating everything isn’t 100% accurate. Sellers are still required. Yield managers need to troubleshoot. Reporting – especially meaningful reporting – can be largely manual.
It’s becoming harder to monetize lower valued inventory. Buyers have become more sophisticated and their buying behavior is smarter and evolving every passing day. You need to be ahead of the curve to predict and act to generate revenue. Understand rCPM which includes fill rates and compare your numbers to programmatic vendor numbers. There are often discrepancies. Key is to evaluate vendors regularly. There isn’t a magic number when it comes to SSP vendors. It all depends on the publisher size and resources at hand. Evaluate what works, what can be managed, and what makes the most money. Forecasting is a pain though paying an attention to following points will really help you grow.