“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora.
Publishers that sell directly to advertisers and agencies are now faced with how to handle programmatic sales.
Traditional RFPs have recently started including questions about publishers' programmatic capabilities and data sharing, as well as requirements around automating the buying process for upfront and longer-term deals. This has shifted rapidly over the past year, and publisher sales teams without answers to these questions will be at a disadvantage.
So how should publishers set up their sales organization so they’re equipped to take advantage of this ever-changing landscape?
The first thing to do is consider which stage your organization is in with regard to understanding programmatic and its willingness to adapt, embrace and devote resources to making programmatic a part of the sales offering.