Agility. Innovation. Technology. Speed. These are just a few of the words I use to describe the automotive industry—and any good sales organization. As CEO of Jumpstart Automotive Group, I’m always looking for ways to improve the sales process and ROI for our clients, and the efficiency of our business. That’s why I’m embracing the programmatic private marketplace just as wholeheartedly as I passed on an open marketplace.
Programmatic ad platforms are still primarily known for selling remnant inventory at low CPMs, but the industry is moving beyond that. With demand for a contextually relevant environment that reaches real consumers (not fraudulently driven traffic), private marketplaces offer transparency and quality. Now advertisers can hand select a high-performing and trusted publishing partner to work with and still benefit from the automation of a programmatic platform.
The dream is as media buying becomes more automated, salespeople and brands can spend more time on bigger, custom ideas—and less time correcting Excel functions. Content, disruptive ad units, social media, and events (the fun stuff) require person-to-person collaboration, deep thinking, and human power. Let’s use our time strategically and employ the machines for everything else.
Impact Buying Decisions
The more advertisers are able to serve the... Read more