How Programmatic Is Changing the Way Salespeople Work with Ad Operations

Digital ad spending through programmatic channels continues to grow at a rapid pace. According to eMarketer, digital spending through programmatic channels will account for 78% of all digital revenue in 2017 from just 9% in 2011. Programmatic direct or private marketplace (PMP) transactions will account for 56% of that revenue this year. While programmatic advertising is already having significant impact on the overall marketplace for publishers, we are just starting to see how it’s changing they way salespeople work with their agency partners externally, and their ad operation teams on the inside on a day-to-day basis.

As Global Head of Publisher Strategy & Business Development, Scott Bender leads Prohaska Consulting’s efforts in helping publishers evolve their digital operations to increase revenue. He also oversees the growth of Prohaska Consulting’s client base.