Good account performance could result in companywide bonuses from time to time, but Programmatic Mechanics aims to level the playing field between salespeople and traders.
In traditional agency trading desk environments, it’s not unusual for account teams to sit separately from the programmatic traders.
Programmatic Mechanics pushes for more client contact with traders, who collaborate with a single account manager and earn equal commissions.
Programmatic Mechanics also wants to rewrite the stereotype of services-oriented businesses, particularly in ad tech, where self-serve, always-on SaaS is often linked with efficiency.
Rostkowski said a number of demand-side platforms outsource their managed service RFPs to Programmatic Mechanics, which would run the actual campaign execution part.
“A lot of these companies want software valuations and don’t want to be in the services business, so they give us leads as long as we deliver the client outcomes they’re looking for,” he said. “I’m happy to be in the service business because I don’t have any VCs and we’re not facing public market demands.”
In addition to its programmatic business with DSPs, Programmatic Mechanics also has a standard I/O-based model for brand and agency clients for direct buys.
Or, a brand might outsource its seat on AppNexus or DoubleClick Bid Manager to Programmatic Mechanics if it didn’t want to invest in the sales resources or headcount to pull the programmatic levers.
Although Programmatic Mechanics got its start during the height of the programmatic in-house trend, Rostkowski said the realities of cross-channel media activation often prove too challenging for brands to do alone.
When brands said they wanted to bring programmatic in-house, Rostkowski said they were really demanding more transparency into the media execution process, how their partners drove results and what targeting tactics they were using.
“I think the market is strengthening for really world-class, service-oriented programmatic businesses,” Rostkowski said. “Now that Accordant was purchased by Dentsu, there’s a big opportunity for independent trade desks and I’m sure the folks at Goodway Group are doing good, too.”