What Purpose Does a Programmatic Specialist Serve?

Everybody knows Superman, one of the most popular comic book/TV series characters, who also appears in DC Entertainment films. The superhero also faces the troubles of human nature, as well as those unresolvable for a common man. Therefore, I will take the risk and dare to propose a hypothesis that Superman is an archetype of a modern programmatic specialist.

Why? Hold your horses! Before I show you the facts, I will try to illustrate a day in the life of a programmatic specialist.

• 9:00 Publisher: statement of the expenditure of particular media houses
• 9:20 Publisher: meeting regarding the optimization of advertising grids to increase the expenditures of potential advertisers
• 10:20 Advertiser: answers to an agency brief and recommendation to a particular advertiser
• 11:00 Publisher: estimation of a space offered and issuance of dedicated units
• 11:30 Publisher: coffee break and discussion on the current situation with particular advertisers
• 12:00 Superman: lunch
• 13:00 Advertiser: status with media houses and training on space purchase on the so far issued deals
• 14:30 Advertiser: troubleshooting deals the verification of the number of purchased views on the buyer’s side
• 15:00 Advertiser: contact to solve the mystery of the halt in purchase emerging on the agency’s side
• 16:00 Traffic: verification of the setup of issued deals
• 16:30 Publisher: analysis of space
• 17:00 Publisher: preparation of a programmatic offer based on the results and market demand
• 17:30 Publisher and advertiser circulation of a new offer

As you have noticed on the list above, a programmatic specialist is perfectly aware of the problems of publishers and buyers. SSP and DSP. Publishers and advertisers.

To maintain the fair balance in action, Superman always minds the symbiosis of these three organs

Publishers
Trading (programmatic specialist)
Buyer (advertiser)

Our superhero knits the PMP advertisement ecosystem together.

The core of the programmatic specialist’s work is to maintain smooth business cooperation and technical cooperation with these three organs. The main tasks of Superman are as follows:

• Supporting the development of the offer
• Analysis, troubleshooting
• Strategy
• Sale
• Training
• Technical support
• Client acquisition and ongoing customer service
• Recommendation of operations and changes in the advertising grid of Internet services in line with the leading trends.

Some will ask the following – what do we need a programmatic specialist for when we have an open market?

Consent, but only with those who have been hailed true all-arounders in the scope of impossible KPI realization. Raise your hand if you realized a campaign by generating as much leads on space as possible:

• With viewability of 90%
• Targeting at fishermen of African sandbanks
• Targeting at a district
• Whitelist, and brand safety, with a high CTR rate, displayed on top of the website commercial slots
• 100% TrueView videos and restricted keywords within a rate of 0.35$; not to mention the use of rich media and videos.

Teaming up with a programmatic specialist, as the advertiser, let’s us to explicitly verify the space before spending any kind of a budget. Knowing the results of the viewability of a chosen section and cost-effectiveness of emissions of a particular size and creation format, the advertiser, together with Superman, can point at particular units and spaces to emit their creations on. The buyer does not have to risk even 1% of the realization by worrying about an undelivered campaign.

By choosing, for example, emission within a programmatic guaranteed model, the programmatic specialist can guarantee the buyer to purchase the emissions within a specified period on particular Internet services and particular sections, on the chosen creation, and on the selected user by reserving the space within the agreed price, excluding the risk of exceeding the budget.

The advertiser finds comfort and financial safety as he or she can focus on the other aspects of strategy realization. He or she is sure of it and knows exactly the amount of money to be taken from the budget for the campaign emission.

The key aspect of the cooperation between the agency and the specialist

The specialist knows better than anyone which spaces to support and what is worth recommending to the publisher.

Superman knows specifically what is working well when emitting an advert on a particular DSP and also on which website it is worth doing so. Being fully aware of the current advertising market trends.

Moreover, a programmatic specialist should have great skills in SSP and DSP. Any wrinkle of the advertiser is tackled jointly from the acceptance of deals on a buyer’s platform to the targeting and implementation of a creation. Superman provides assistance in all the areas of programmatic operations.

THEY TRUST US.

The publisher also has the pleasure of partnering with programmatic specialists!

Thanks to the excellent knowledge of the advertiser’s needs, Superman accompanies the publisher in the space optimization process. Superman often supports the publisher in the implementation of new technologies. He advises on advertisement grid improvement and shares new trends on the advertiser’s operations within the global advertising market, which greatly affects the monetization of the space.

The specialist knows better than anyone about which advertisers have emerged on the market and which advertisers are currently taking part in some tender procedures.

THEY TRUST US.

I think that the hypothesis has been defended by various arguments regarding the work of a programmatic specialist. I can surely stick to the opinion that a programmatic specialist can be called a superhero!