For local news site Philly.com, the digital presence of the
Philadelphia Inquirer and
Philadelphia Daily News, adding header bidding to its programmatic strategy more than a year ago
"grew programmatic from 12% of revenue two years ago to 30% of revenue today," writes
AdExchanger's Sarah Sluis. The most difficult part of that strategy: "getting buy-in from senior sales
leadership. The idea of programmatic competing against direct-sold impressions can be difficult to swallow." But top members of the team were convinced, with solid results.
Excellent case
history here, with this sales tip for publishers: "In the past, sales teams would often block direct advertisers from buying programmatically. Now salespeople use the programmatic advertiser list as a
prospecting tool..."
Read the whole story at AdExchanger »
