Programmatic advertising buying uses software to buy advertising. Programmatic buying uses machines and algorithms to inform the purchase of the most relevant and appropriate display space.
TV Executive; Out of Home Executive; Press Executive; Out of Home Executive; Radio Executive; Digital Executive; Media Executive.
Programmatic advertising buying uses software to buy advertising. The traditional method of buying media included requests for proposals, tenders, quotes and human negotiation. Programmatic buying uses machines and algorithms to inform the purchase of the most relevant and appropriate display space.
This process does not rely on the complete automation of the advertising buying process. Back in the day, teams would traditionally have manually prepared insertion orders or advertising tags, which are labour intensive. With the arrival of programmatic advertising, teams now have more time to analyse, interpret, plan, better optimize, target and their advertising. It allows buying in real time across thousands of outlets, something a human could not do.
These media purchases are led by the media plans that are developed to best reach a client’s target audience. Programmatic Executives may specialise in a particular channel, and/or work across a variety of channels. This means that any format and any channel can be accessed programmatically including mobile, desktop, tablet, audio, digital outdoor and connected TV. In larger agencies, media buying and planning are separate departments, but in some agencies the planning and buying functions are combined in one role.
Programmatic Executives often start work as graduates from a wide range of course subjects, although apprenticeships may offer another route into the role as a Media Exec. A range of degree disciplines may be of interest; psychology, business studies, communications, marketing and management.
Mathematical aptitude and ability may well be tested as part of the recruitment process. Most new joiners will initially enter a combined Junior Media Planner/Buyer role, before specialising in buying one particular channel, once some experience has been gained.
With an interest in working with data and figures and curious about all of the different media channels and how they are traded they go on to become Senior Programmatic Buyers, Media Managers, Media Directors, Media Account Directors, Head of Trading.
Others may choose to specialise in the buying of particular media; TV, Biddable etc. while some may move to sales and marketing roles, or may move to media owners.