The Decentralization of Trade Desks
Digiday picks up the conversation around decentralization: lower costs and improved transparency with clients have seen several large holding companies axing their trading desks and spreading their programmatic people across individual agencies.
Rick Greenberg, CEO of Kepler Group says that if holding companies are going to have success with spreading programmatic buyers out, they need to change their hiring and training strategies. Rather than focusing on people with the negotiating and sales skills that traditional media requires, holding companies should also target people with tech and analytic skills.
He also says that they should give their buyers frequent and up-to-date programmatic training.
Matt Prohaska weighs in on the conversation with Digiday – while there may be some interim pain he is still bullish about decentralization.