Agency Trading Desks: Automating Direct Orders? Questions & Answers with Josh Jacobs of Accuen Media - Jay Sears

This is the fourth of a fivepart series run by Jay Sears of the Rubicon Project at MediaBizBloggerscom leading up to a live session with the global heads of the agency trading desks at the New York Times Center on Thursday September 26 2013 at 11am during Advertising Week in New York Today we feature Sears39 fourth QampampA in the series this one with Accuen Media the trading desk of Omnicom you can also read past QampampAs with Paul Dolan of Xaxis Michael Brunick of Magna Global and Adam Kasper of Havas MediaYour Name Josh JacobsYour Company Accuen MediaYour Title CEOWhat Flavor Ice Cream Best Describes Your Management StyleVanilla its different based on what it39s paired with and usually a great compliment to everything SEARS On averageamp8212out of each 100 spent on media all media not just digital by one of your advertisers how much today is spent on automated or programmatic channels JACOBS no answerWhat was this number two years ago in 2011JACOBS no answerWhat will this number be two years from now in 2015JACOBS no answerSEARS Tell us the about Accuen MediaJACOBS Accuen is Omnicom39s programmatic agency Accuen was created in 2009 as the industry39s first open platform for programmatic media We integrate more partners than anyone else in the industry which gives clients the ability to adopt the most exciting innovations in the advertising technology space faster than ever before Accuen39s strategy is to embed programmatic experts within the strategy teams of our media agency partners OMD and PHD acting as a specialist extension of the team with a focus on how data analytics and automated buying can further optimize the performance of media investmentsPLEASE TELL US amp183 Overall managed budget media spend for your trading desk expected 2013 GLOBALamp183 Percentage increase managed budget media spend 2012 vs expectedamp183 How many employees globally headcount numbero JACOBS No answerSEARS What are name of company39s three biggest initiatives for the second half 2013 JACOBS1 Continued integration of Programmatic strategy and buying into the daily workflow of our media agencies around the globe2 Expansion of programmatic benefits into new channels of media new categories of business objectives and new ways of measuring the strategic impact of data3 Hiring amazing people in all functional areas in all regions in all countries SEARS To reach a higher adoption of direct deal automation and use of the programmatic channel what are the major impediments to overcome Rank these in numerical order JACOBS2 Operational or workforce issues inside the holding companies or operating agencies1 Premium direct deal inventory availability via programmatic4 Lack of proper ad technology3 Alignment of agency compensation models Other All four factors are important but premium inventory is the most important In many cases premium inventory targeting and executions are tied to the publisher39s primary ad server and DSPSSP technologies don39t integrate with primary ad servers as well as we would like Also there are no standards when it comes to publisher39s participation in programmatic We see a mix of block lists minimums contextual and audience targeting all of which make scale and standardization difficult Today we have fantastic measurement capabilities that can help us identify inefficiency across traditional buys Publishers and Advertisers benefit from working together to develop new operational playbooks and business models that enable technology to make all media buys more effectiveSEARS Why is direct deal automation so important Is it important JACOBS While both are important we should make a distinction between Automation and Programmatic Buying Automation should net the same results as a traditional buy while Programmatic should improve upon the efficacy and performance of the traditional buy Automation improves speed reduces errors and delay and frees resources for higher value tasks The goal of programmatic is to create competitive media advantage with data get a greater ROI on media spendTell Us a bit more about youSEARS What39s your favorite part of Advertising Week in New York JACOBS It39s like a family reunion for the ad industrySEARS If you could travel for pleasure anywhere in the world to a place you have never been where would you go JACOBS I hear Croatia is the new place to be and you might get to be in extra in Game of Thrones SEARS If you were trapped alone on a desert island and needed to choose one ad holding company CEO to accompany you other than your own holding company CEO which CEO would you pick and why JACOBS I39m not sure it really matters I39m pretty sure any island any one of those guys is on is pretty damn comfy Better yet every one of them has demonstrated time and again if they perceive a need for anything at all they are not afraid to go buy it SEARS When is the last time you went out for a three martini lunch JACOBS What is lunchThanksFor the fifth year at Advertising Week in New York Jay Sears of the Rubicon Project will assemble the agency trading desk leaders from each of the largest holding companies in the world for their annual checkin on Thursday September 26th at 11am on the main stage at The New York Times CenterWe39ll speak with Michael Brunick SVP Programmatic Magna Global Interpublic Paul Dolan SVP Global Business Development Xaxis WPP Josh Jacobs President Accuen Omnicom Adam Kasper Chief Media Officer Havas Media North America Affiperf Havas and Kurt Unkel President VivaKi AOD Publicis NEXT Kurt UnkelJay Sears is GM REVV Buyer for the Rubicon Project Sears is responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Agency Trading Desks: Automating Direct Orders? Questions & Answers with Josh Jacobs of Accuen Media - Jay Sears

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