“The Sell Sider” is a column written by the sell side of the digital media community.
Today's column is written by Richard Jalichandra, CEO at iSocket.
A recent AdExchanger column concluded that everyone is to blame for lagging automated guaranteed adoption. Buyers, sellers and vendors are not exempt.
I agree. All parties bear responsibility for making this new ecosystem a success, but there’s some differences in how I think about the future of automated guaranteed. First, I believe automated guaranteed is compatible with a futures marketplace and second, publishers are savvier than some in the tech industry often give them credit for.
Change doesn’t happen overnight. Like any emerging technology, automated guaranteed can be most successful when we don’t try to reinvent the wheel from the get-go. Even though automation changes the way we do everything, new technology can be most effective if it, at least initially, mimics the way people have always done things, and whenever possible, integrates with existing systems to make workflows seamless.
The automation of guaranteed media sales can be used to create new marketplaces and forge connections between sellers and new buyers, but it can also be used to automate the workflow for existing direct sales.