Programmatic Advertising Demystified (ARCHIVED)

Whether the digital advertising you’re selling is restricted to your own newspaper’s Web site or you’re already selling programmatic advertising, this Webinar is for you. That’s because, likely there are now ad agencies and local media companies who are offering your current and prospective advertisers a different kind of online advertising, called programmatic advertising, that can reach the exact audience a business is targeting—on virtually any device on any Web site in any area at any time. Digital ad sales consultant and trainer Bob McInnis will share the processes and technologies that make programmatic advertising possible, the various ways it can be used, and how you can compete with it. You’ll leave the session with a deep understanding of this media that’ll help you hold your own in conversations with your current and prospective customers. The session will also give a great refresher to salespeople, ad managers, and publishers at those newspapers who are already selling programmatic advertising. Bring your questions and the experts will answer them!

Bob McInnis is a 30-year veteran of the business side of the newspaper industry. After graduating from Dartmouth College in 1984, he got a job as a newspaper ad rep at his hometown’s weekly newspaper group. He eventually served as ad director there and at a larger group of 10 quality community newspapers before being hired by 750,000 circulation Newsday/New York Newsday as their training manager, responsible for the training and support of over 100 ad reps. He then launched his consulting practice and has spent the years since working with over 1,000 newspapers and newspaper associations throughout the world. While the variety of products have evolved over the years to include digital, the motivations behind why local businesses buy advertising has not, making the integration of paid digital—and even selling against social media—seamless. McInnis teaches the latest techniques in digital lead generation, revenue generation, and marketing automation at Hofstra University’s Zarb School of Business in New York City. He also speaks extensively about programmatic advertising. You can learn more at www.ads-on-line.com.

Ben Bouslog is the Senior Director of Business Development for AdCellerant, an advertising technology company. His experience spans 8+ years in the digital space with a background in ad operations that gives him an intimate familiarity with how digital really works and the value it can bring to any advertiser or media organization. Ben’s favorite part about working with media companies is helping them to realize and actualize the opportunities to connect with the businesses in our communities more than ever before. With experience in SEO, SEM, video, OTT, social media, and a specialty in programmatic, he’s been able to help hundreds of media companies grow their digital revenue streams and supported thousands of advertisers by connecting them with their target consumers. He credits his work in the digital realm for fueling his day-to-day enthusiasm for advertising and meeting the love of his life, Mallory.