WHAT IS AN programmatic account manager jobs
A programmatic account manager is a professional who oversees and manages programmatic advertising campaigns for clients. Programmatic advertising involves the use of automated technology to buy and sell ad space in real-time. As a programmatic account manager, your main responsibility is to ensure that programmatic campaigns run smoothly and meet the client's objectives. This can involve tasks such as campaign setup, optimization, reporting, and client communication. It's a fast-paced and dynamic role that requires a deep understanding of programmatic advertising and the ability to effectively manage multiple campaigns simultaneously.
WHAT USUALLY DO IN THIS POSITION
In a programmatic account manager role, you will be responsible for a variety of tasks to ensure the success of programmatic advertising campaigns. Some of the typical responsibilities include:
1. Campaign Setup: As a programmatic account manager, you will be involved in the initial setup of programmatic campaigns. This includes configuring targeting parameters, setting up bid strategies, and implementing tracking and measurement tools.
2. Optimization: You will constantly monitor and optimize programmatic campaigns to ensure that they are performing at their best. This involves analyzing campaign data, making data-driven decisions, and implementing changes to improve campaign performance.
3. Reporting: Programmatic account managers are responsible for providing regular reports to clients on campaign performance. This includes analyzing data, creating visualizations, and presenting insights to clients in a clear and concise manner.
4. Client Communication: Effective communication with clients is crucial in this role. You will be the main point of contact for clients and will need to provide updates on campaign progress, address any concerns or issues, and offer strategic recommendations.
5. Strategy Development: As a programmatic account manager, you will work closely with clients to develop effective programmatic advertising strategies. This involves understanding the client's objectives, conducting market research, and providing recommendations on targeting, creative, and budget allocation.
TOP 5 SKILLS FOR POSITION
To excel in a programmatic account manager role, you need to possess a combination of technical and soft skills. Here are the top five skills that are essential for this position:
1. Programmatic Advertising Expertise: A deep understanding of programmatic advertising platforms, such as demand-side platforms (DSPs) and ad exchanges, is crucial. You should be familiar with concepts like real-time bidding, audience targeting, and ad verification.
2. Analytical Skills: As a programmatic account manager, you will be constantly analyzing data to optimize campaign performance. Strong analytical skills are necessary to interpret data, identify trends, and make data-driven decisions.
3. Communication Skills: Effective communication is key in this role, as you will be working closely with clients and other team members. You should be able to clearly articulate complex concepts, provide recommendations, and address client concerns.
4. Attention to Detail: Programmatic advertising involves managing multiple campaigns simultaneously, which requires excellent attention to detail. You must be meticulous in campaign setup, optimization, and reporting to ensure accuracy and effectiveness.
5. Problem-Solving Abilities: Programmatic advertising is a dynamic field that presents various challenges. You should have strong problem-solving abilities to quickly identify issues, troubleshoot technical problems, and find solutions to optimize campaign performance.
HOW TO BECOME THIS TYPE OF SPECIALIST
To become a programmatic account manager, you typically need a combination of education and experience. Here are the steps to pursue a career in this field:
1. Education: A bachelor's degree in advertising, marketing, or a related field is often required for programmatic account manager roles. Coursework in digital advertising, data analysis, and marketing research can provide a strong foundation for this career.
2. Gain Experience: Entry-level positions in digital advertising or marketing can help you gain relevant experience and exposure to programmatic advertising. Look for internships or junior roles at advertising agencies, media companies, or digital marketing firms.
3. Learn Programmatic Platforms: Familiarize yourself with popular programmatic advertising platforms such as Google Marketing Platform, The Trade Desk, or Amazon Advertising. Take advantage of online resources, tutorials, and certification programs to build your expertise.
4. Develop Analytical Skills: Enhance your analytical skills by learning data analysis tools such as Google Analytics, Excel, or Tableau. Practice analyzing data and drawing insights to improve your decision-making abilities.
5. Build a Network: Networking is crucial in the advertising industry. Attend industry events, join professional organizations, and connect with professionals in programmatic advertising to expand your network and stay updated on industry trends.
6. Stay Updated: Programmatic advertising is a rapidly evolving field. Stay updated with the latest industry trends, advancements in technology, and changes in regulations. Continuous learning and professional development will help you stay competitive in this field.
AVERAGE SALARY
The average salary for a programmatic account manager can vary depending on factors such as experience, location, and the size of the company. According to data from Glassdoor, the average base pay for a programmatic account manager in the United States is around $65,000 to $85,000 per year. However, with experience and expertise, you can potentially earn a higher salary and additional bonuses or commissions based on performance.
ROLES AND TYPES
Programmatic account manager roles can vary depending on the company and industry. Some common job titles and types of programmatic account manager roles include:
1. Agency Programmatic Account Manager: These professionals work at advertising agencies and are responsible for managing programmatic campaigns for multiple clients. They collaborate with clients, develop strategies, and ensure successful campaign execution.
2. In-House Programmatic Account Manager: In-house programmatic account managers work directly for a company or brand. They manage programmatic campaigns internally, working closely with marketing teams to achieve specific business objectives.
3. Sales Programmatic Account Manager: Sales-focused programmatic account managers work for media companies or ad tech platforms. They are responsible for selling programmatic advertising solutions to clients, managing client relationships, and driving revenue.
4. Programmatic Campaign Manager: This role focuses on the technical aspects of programmatic advertising. Programmatic campaign managers oversee the setup, implementation, and optimization of programmatic campaigns, working closely with account managers and clients.
LOCATIONS WITH THE MOST POPULAR JOBS IN USA
Programmatic account manager jobs can be found in various locations across the United States. Some of the cities with a high demand for programmatic account managers include:
1. New York City, NY: As a major hub for advertising and media companies, New York City offers numerous opportunities for programmatic account managers.
2. San Francisco, CA: The tech industry in San Francisco has created a thriving market for programmatic advertising, leading to a demand for skilled professionals in this field.
3. Chicago, IL: Chicago is home to many advertising agencies and companies, making it a popular location for programmatic account manager jobs.
4. Los Angeles, CA: With its strong entertainment and media industry, Los Angeles offers a range of opportunities for programmatic account managers.
5. Boston, MA: Boston has a growing digital marketing industry, with many companies seeking programmatic account managers to optimize their advertising campaigns.
WHAT ARE THE TYPICAL TOOLS
Programmatic account managers utilize various tools and technologies to effectively manage programmatic advertising campaigns. Some of the typical tools used in this role include:
1. Demand-Side Platforms (DSPs): DSPs are software platforms that allow programmatic account managers to buy and manage ad inventory across multiple ad exchanges. Examples of popular DSPs include Google Marketing Platform, The Trade Desk, and MediaMath.
2. Data Management Platforms (DMPs): DMPs are used to collect, analyze, and segment audience data. Programmatic account managers leverage DMPs to target specific audiences and optimize campaign performance.
3. Ad Verification Tools: These tools help ensure that programmatic ads are being served in brand-safe environments and are free from fraudulent or non-viewable impressions. Examples of ad verification tools include Integral Ad Science and DoubleVerify.
4. Analytics and Reporting Tools: Programmatic account managers rely on analytics and reporting tools to measure campaign performance, generate visualizations, and provide insights to clients. This can include tools like Google Analytics, Excel, Tableau, or specialized reporting platforms.
5. Creative Management Platforms: These platforms assist in the creation and management of programmatic ad creative. They allow programmatic account managers to build, test, and optimize ad creative for maximum impact. Examples include Google Web Designer and Adobe Creative Cloud.
IN CONCLUSION
A programmatic account manager plays a crucial role in the success of programmatic advertising campaigns. By combining technical expertise, analytical skills, and effective communication, programmatic account managers are able to optimize campaign performance and deliver results for their clients. With the rapid growth of programmatic advertising, this career path offers exciting opportunities for professionals looking to thrive in the digital advertising industry. Whether you work at an agency, in-house, or on the sales side, becoming a programmatic account manager can lead to a rewarding and dynamic career.