Ross Benes writes about how the decline of the in-house trading desks has fueled an exodus of ad-tech talent from agencies.
Rick Greenberg, CEO of Kepler Group, an agency spun out of MediaMath that emphasizes programmatic, said that if holding companies are going to have success with spreading programmatic buyers out, then they need to change their hiring and training strategies. Rather than focusing on people with the negotiating and sales skills that traditional media requires, holding companies should also target people with tech and analytics skills. And they should also give their buyers frequent and up-to-date programmatic training, he said.
Excerpt from DigiDay