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


Getting the fundamentals of programmatic right may not be exciting, but it is essential. And yet, like most pharma companies, Bayer is frequently “slow” and “stodgy” in pursuing change, Palau reported.