Bayer, the pharmaceutical giant, wants an in-house team to handle the planning, strategy, buying, and execution of its programmatic advertising by 2020.
Josh Palau, vp/digital strategy and platforms at the Whippany, New Jersey-based company, is tasked with leading this ambitious initiative. And, during a session at the Interactive Advertising Bureau’s (IAB) 2019 NexGen Marketing Conference, he provided an in-depth breakdown of the factors that any marketer should consider in tackling such a challenge:
- Preparation
- Partnerships
- Technology
- Hiring Talent
- Team Structure
- Measurement
- Results
Preparation
Getting the fundamentals of programmatic right may not be exciting, but it is essential. And...