There are countless tech products that we use to make our personal lives more programmatic and easier. Robots can clean our apartments, GPS devices make it impossible to get lost, apps call us cabs, instant aggregators help us book travel -- and the options go on. We decide what needs to be automated in our lives, research the available solutions, press a button, and run with it.
Automation in the online advertising industry is no different. Similar to our personal lives, there is no single product or service that solves all of our needs and allows us to do things more efficiently. Rather, we depend on a collection of tools to automate the various tasks that need to be completed each day, freeing up our own time and attention to look at the big picture. To that end, the emergence of -- or, rather, the increased focus on -- programmatic should be taken advantage of by advertisers and publishers alike, and applied to as many aspects of a media company's business as possible.
Publishers who focus on programmatic direct, for example, now have at their disposal a number of tools both to increase efficiencies and boost revenues. This is something rare in our industry -- an opportunity to satisfy the appetites of those with revenue-generating responsibilities within publishers and the operational folks. However, as in our own programmatic lives, we are challenged with allocating our limited resources to decide what should be automated, and how much budget is available to pay for it. Following on from this, we must find our way through the myriad of potential vendors out there, and then, finally, ensure the solution is fully adopted and deployed by the appropriate teams.
Coming up with the strategy on exactly where to focus in order to increase efficiencies is challenging. This is further complicated by so much discussion and effort focused around the media facilitation element of programmatic, rather than choosing solutions that address the wider needs of a business from pre- through to post-sales. Failing to do this is like organizing a weekend away to London, but not booking a hotel. Sure, a portion of the process may have been completed -- such as buying the flight online --but ultimately it is an incomplete solution.