Crucially, both programmatic and direct sellers earn a commission on private marketplaces, a change made two years ago. Before, the two groups did not share compensation.
“That dropped a barrier between direct and programmatic sales and made it more collaborative than competitive,” Toth remembered.
As Reuters moves into 2017, it will focus on two key priorities. It will continue to tweak and improve its header bidding implementations, and it wants to see more clients pursue guaranteed programmatic deals.
“We will continue to push toward automated guaranteed,” Toth said. “We see steady growth in those deals, both up funnel and down funnel.”
Both direct and programmatic-focused clients are exploring more automated, data-driven ways to executing deals.
“As programmatic has become a more important part of clients’ overall marketing strategy,” Toth said, “there is an increased need for transparency around exactly where their message appears and in what context. "