How to Transform Your Traditional Sell-side Ad Organization
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As the media landscape continues to evolve, so do advertiser and agency expectations. Media companies, especially those focused on video, are transforming existing ad-side capabilities and developing new ones to meet these changing requirements. However, the results are often mixed, and the journey can be long and resource-intensive. To hone these efforts and remain on the top of media buyers’ plans, we’ve pinpointed several key areas that publishers need to focus on: improving the buying experience, sharpening audience targeting, providing better cross-channel campaign support and offering new advertising experiences.
Most media companies recognize these trends, but it is often unclear how to transform your organization in order to meet them. It requires changes across every aspect of the businessproduct, sales and channel strategy, audience data management, pricing and analytics, and the underlying technologies and supporting architecture. In many ways, you are being asked to build the new plane while still flying the current oneall while meeting quarterly revenue targets and margin goals. So the question is, how do you drive change in a way that meets buyer’s needs and maintains your core business while providing a platform that enables innovation and growth?
To do this, media companies should consider focusing on the following areas as they work on their advertising transformation:
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