Agency Trading Desks: Automating Direct Orders? Questions & Answers with Paul Dolan of Xaxis - Jay Sears

As part of a fivepart series 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 Jay Sears of the Rubicon Project will be running Questions ampamp Answers with each holding companyWe39ll be running a series of QampampAs conducted by yours truly with each of the trading desk leads right here at MediaBizBloggerscom between now and September 26th so buckle up as there are lots of exciting opportunities to outline for both sellers and buyersToday we start with WPP and their Xaxis trading deskYour Name Paul J DolanYour Company XaxisYour Title SVP Global Business DevelopmentWhat Flavor Ice Cream Best Describes Your Management Style Ben and Jerry39s quotChubby Hubbyquot because my management style is like a rolypoly father figure of Xaxis 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 DOLAN 003What was this number two years ago in 2011 001What will this number be two years from now in 2015 007DOLAN Search continues to lead the way for programmatic media buying Online display and online video are quickly growing in the automatedprogrammatic space TV Print Radio and Outdoor are still in early days of automationSEARS Describe how most media all media digital nondigital nonprogrammatic media is bought and sold today DOLAN Media agencies start by developing a client strategy Overall goals KPIs target audiences are identified From there robust data sets and sophisticated algorithms are employed to determine which media channels to us and at what investment levels Then media briefs RFPs and media plans are produced The media agency activates the programs with ongoing optimization and closedloop measurementSEARS Tell us about XaxisDOLAN Xaxis uses data and technology to help advertisers reach and engage with audiences at scale We do this for global advertisers in 28 offices servicing 26 marketsPLEASE TELL US amp183 Overall managed budget media spend for your trading desk expected 2013 global DOLAN no answeramp183 Percentage increase managed budget media spend 2012 vs expected 2013 global DOLAN 57 increaseo How many employees globally DOLAN Worldwide 300 SEARS What are Xaxis39 three biggest initiatives for the second half 2013 DOLAN1 Xaxis TV amp8211 Online video planned targeted executed and measured just like TV2 Continued geographic expansion Global advertisers want integrated global audience buying solutions3 New releases of proprietary audience products like Xaxis Radio and Xaxis Places SEARS By 2015 what percentage of total media spend in across your holding company will be programmatic DOLAN We project 7 of total media spend will be programmatic by 2015 There will be geographic variance here We project that some growth markets will move to programmatic faster than longestablished markets 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 DOLAN5 Operational or workforce issues inside the holding companies or operating agencies2 Premium direct deal inventory availability via programmatic5 Lack of proper ad technology5 Alignment of agency compensation models1 Other Alignment of Publisher Sales TeamsThe biggest hurdle to automation of the digital display space is the publisher aligning their sales channels to move more towards programmatic engagements By and large agencies have built the operations and compensation models to introduce more automation to clients39 lives SEARS How are RFPs used between your operating agency clients and your trading desk What does a quotProgrammatic IOquot or a quotProgrammatic RFPquot look like DOLAN Xaxis is embedded within the strategic planning groups at our agencies bringing audience buying data and technology capabilities to the client at the earliest stages of planning SEARS What should top comScore publisher CROs do to build their direct order automation and programmatic selling with your trading desk and operating agencies The 80 of standard packages that publishers sell should look to be transacted programmatically This will free up strategy and sales resources at the publisher to focus on those highimpact content integrations which are still critical yet more difficult to automate SEARS Why is direct deal automation so important Is it important DOLAN Agencies should facilitate the automated programmatic connection between advertisers and publishers This is now a core required expertise of the media agency Automation of standard tasks means more time can be spent on strategic work at the publisher agency and advertiserSEARS All of you work for global companies What global markets are the leaders and laggards in programmatic DOLAN Leaders in programmatic include the UK leader in programmatic video Germany Netherlands Australia Still with work to do includes the US China Brazil Japan RussiaTell Us a bit more about youSEARS What39s your favorite part of Advertising Week in New YorkDOLAN I enjoy the quiet nights followed by early morning meetings SEARS If you could travel for pleasure anywhere in the world to a place you have never been where would you goDOLAN I39m ready to start up Xaxis Fiji 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 DOLAN no answerSEARS When is the last time you went out for a three martini lunchDOLAN Never First will be directly following this panel discussion during Advertising Week Thanks Paul For 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 PublicisNEXT Michael BrunickJay 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 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