Programmatic

1. IMPROVING
PROGRAMMATIC
SALES
F E B R U A R Y 6 T H , 2 0 2 0

2. UNLOCK THE
POWER OF
PROGRAMMATIC
Programmaddicts is a boutique programmatic consulting firm
providing customized services tailored to our client's unique
goals and objectives. We're on a mission to help you
navigate the complexities of the programmatic ecosystem
and enable your organizations to unlock and scale new
revenue streams.
About Us

3. Sale Strategies
Amplify 1P Data
As the decline of cookies continues to
impact audience targeting, publishers
are poised to hone in on this unique
offering
Streamline PMP Operations
Tighten up your internal processes and
workflows to more efficiently manage,
optimize and maximize PMP revenue
Refine Approach in Market
Position yourselves to capture more
revenue by refining your general
approach in market
Enable Direct Sales Teams
Empower them with the knowledge to
create awareness in market and
further scale programmatic revenue
Drive Incremental Revenue
Tactical sales strategies on how to drive
additional revenue through
programmatic channels
Identify Decision Makers
A deeper dive into the programmatic
buying process and the teams who are
involved in decision making

4. “By 2021, half of all
programmatic ad dollars in the
US are coming from video;
inclusive of OTT, social video
and CTV.
$40B “Of total programmatic dollars
will go towards the open
market in 2021. The rest will
go towards PG and PMP.
17%“By 2021, US digital display
advertisers will spend nearly
$80 billion in programmatic
advertising.
$80B
Source: eMarketer

5. Programmatic is seen as a way of automation and is
no longer a siloed tactic or line item on a plan
Programmatic buying/planning decisions are
happening more upper funnel in the conversation
Agency teams are more integrated in their approach
to planning and buying programmatic
Programmatic SME’s should be in lock-step with direct
sales teams
Finesse the conversation and know your audience
1
2
3
4
5
Enable Direct Sales Teams
Create more awareness of programmatic solutions and don’t lose
out on dollars shifting to programmatic channels

6. Holistic Activation
Enable all transactional
media to be activated
through programmatic pipes
1
Change Messaging
Allow customers to activate
in their preferred capacity
2
Focus on PG
Direct dollars are starting to
shift into automated channels
3
Customer Service
Programmatic deals aren’t
“set it and forget it.” They still
require a 1:1 relationship with
buyers
4
Refine Approach in Market
Position yourselves to capture the most revenue and maximize internal resources

7. Identify Programmatic Decision Makers
Choose DSPs
Manage and
optimize campaigns
Decide how to activate
Vet partners
RFP trading desks
Traders
Investment, Planning,
Buying
RFP Pubs
Vet inventory partners
Submit ideas to
Investment teams
Programmatic
Strategists
In-House Clients DSP Teams
Support teams for self-
serve and managed-
service clients
Programmatic
Specialist team
Implement a multi-touch sales approach and better understand the
programmatic buying process

8. Focus on top spending PMPs to maximize performance
and scale
Pull weekly performance insights to inform sales of PMP
status and up-sell opportunities
Meticulously track all deal details during setup and
activation phase
Develop a PMP checklist to streamline activation
between sales and operations teams
1
2
3
4
Streamline PMP Operations
Tighten up your internal processes to more efficiently manage
deal flow

9. Ask if there’s a separate programmatic
strategy and budget on incoming direct RFPs
Submit programmatic proposal in addition to
direct RFPs and highlight what can be activated
programmatically
PMP extension of existing creative units
across your site / network
Up-sell from one deal type to another
Target non-endemic clients who can leverage
their own data across your site
1
2
3
4
5
Drive Incremental Revenue
Instead of “shifting” dollars from direct, amplify current
partnerships and provide more alignment opportunities

10. Audience Narrative
Identify unique audiences
and showcase them in your
brand stories
1
Consented Data
Buyers are hesitant to
leverage 3p data with GDPR
and CCPA regulations in
place
2
Monetization
Build out specific packages
and opportunities leveraging
1P data and audience
insights
3
Develop Expertise
Enable teams to become
SME’s on the the decline of
cookies and it’s impact on
advertisers and the industry
4
Amplify 1P Data Strategy
Tap into the rich user behavior and intent data that can be
garnered from audiences across your site

11. w w w . p r o g r a m m a d d i c t s . c o m