“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Steve Goldberg, senior adviser at EmpiricalMedia.
Over the last two years, many premium publishers have struggled to resist programmatic efforts and stick solely to direct sales efforts. But as programmatic adoption and viability has grown, many publishers are now comforted because they can say they will have a “barbell” strategy.
That’s probably a good thing. But, as always, the “buzzword Bobs and Bettys” need to do more than just say it to make it true. ’Cause frankly, just calling something “barbell,” without contemplation, can make you sound like a dumbbell.
Having a strategy means you have a detailed (or even a rough) plan to optimize both lines of business. It means you have or will get the resources to do the customer segmentation and establish the feedback loop needed to succeed. And it means you view programmatic as a proactive part of your operation vs. a response.