Programmatic traders are, without a doubt, the ultimate knowledge workers in today’s digital advertising ecosystem.
The role requires not just in-depth knowledge of multiple platforms and optimization strategies, but a deep understanding of consumers and a constant need to be up to date on the latest trends.
Decisions made by programmatic traders are what really moves the needle on key campaign deliverables, but not enough attention and investment has been made on improving their day-to-day lives and workload.
The industry’s most tragic and unrealised opportunity is the underutilisation of our programmatic traders. There is little room to harness their contribution as true knowledge workers, when so much of their time is spent managing mundane complexities and disparate processes.
Giving our traders the tools to work more efficiently, we can free them up to apply their experience and knowledge of how the programmatic ecosystem operates to the benefit of both the agency’s and the client’s bottom lines. Every working media dollar becomes that much more effectively spent.
Seems straightforward enough, no?
At CtrlShift, traders have sat at the heart of our mission to streamline and simplify the digital media ecosystem. We could not be more delighted by the level of participation our inaugural trader survey has had.
From this survey and its resulting report released in February, How Traders Trade: Programmatic Trader Survey 2019, we have found that:
I hope the insights shared within this report will spark some much-needed discussions about how traders trade, and how we can help them do it better.
Dominic Powers is the Chief Executive Officer of CtrlShift.
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