To solve for this problem, Sumrall has conducted “programmatic 101” meetings with the privacy, legal and procurement teams in order to get corporate buy-in for data-driven campaigns.
Now that JC Penney can trust its agency trading desk, it’s rethinking whether its role should be limited to execution. JC Penney works with a media agency for strategic planning across all channels, but they have limitations in how they can design a workable programmatic strategy,
As JC Penney tests an always-on approach to programmatic marketing, it plans to lean on the agency trading desk, not the media agency, for strategy.
“The media agency doesn’t have the knowledge that I need to come up with the best strategic approach, to come up with what’s the right bidding strategy, who are the right data segments to go after and what the dynamic creative looks like,” Sumrall said. “The trading desk will essentially become an agency.”