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Search engine marketers were the original programmatic buying professionals. We just called it something different back then. Brian Nadres, Director of Programmatic Media Buying at The Media Kitchen, will discuss how agencies can utilize their existing paid search teams to build the foundation of their in-house programmatic media buying capabilities.
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Brian NadresDirector of Programmatic Media Buying
Build Programmatic
into Search Teams
Centralized
To Trading Desk
Decentralized
To Each Team
Clients: transparency and results
Planners: oversight and control
Search: more marketable
PRE-ADVERTISING
< 2007
SEARCH
2007 - 2014
PROGRAMMATIC
>2014
Paid Search was the
1st programmatic channel
Industry LifecycleMid-2000s
Climate is Right
DSPs more intuitive
Clients want more transparency
Search teams more integrated
Clients trust search teams
Programmatic Media Buying Team
Search Geeks are
Ad Tech Naturals
Digital Engineering Committee
Trading Desks2004-2013
Search Teams2014
Entire Agency2015+
Programmatic for All
Transform into a
Programmatically
Empowered Agency
Programmatic Media
will be 63% of US digital ad
spending in a year
Thank You
