Horizon 2018. More
Programmatic, More
Problems.
Tom Chevalier
VP, Product @ Appcast
2017 TA Tech Programmatic Summit
Minneapolis, MN | June 1st, 2017
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About Me
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I made this selfie taking
machine. She’s cute.
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My wife is a chef. I do dishes.
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I like building things. Almost
more than breaking things.
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I procrastinate. Hence the
survey.
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You are the source of today’s data
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At least 25 Chiefs & Presidents
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25+ VPs
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Even some real Recruiters & Sourcers
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Programmatic job advertising is:
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Which option best describes your
organization’s outcomes with programmatic
job advertising to-date?
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46% of Publishers
expect >50%
12-month Sales Growth
In Programmatic Products
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20% of You
said Your #1
2017/18 Corporate Investment
will be In Programmatic
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What’s the latest?
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Programmatic enabler - Open IO
46% of Buyers report moderate to
substantial budget increases with
publishers that support Open IOs
AND
52% of Sellers confirm Open IOs as a driver
of programmatic revenue growth
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Programmatic enabler – data sharing
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Buyer expectations
51% of buyers report moderate to
substantial budget reductions for sites that
don’t support job level bidding.
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Buyer expectations
30%+ of buyers are
reducing spend with
sites that bill for
clicks/update feeds
with 24hr+ latency.
30%+ of buyers don’t
know the problem
exists.
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32% of Programmatic Buyers
want at least 50% of their Budget
to be Cost Per Applicant
within 12 months
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Buyer Challenges
What are the biggest inhibitors to programmatic
growth at your organization?
not enough
publishers support
programmatic”
can’t understand or
control the
‘incestuous’ networks
“ROI evaluation / reporting
challenges”
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…Sidebar…
TAtech Traffic Quality Working Group is
driving transparency & standardization
Introducing…
tatech.org/declarations
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Inaugural
Publishers
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“Symphony Talent fully supports data transparency in job advertising in
general and the TAtech Traffic Quality Declaration & Working Group in
particular. Furthermore, as agency representatives of and stewards of
our clients' advertising dollars, we bring the importance of this
message directly to all of our end buyer decision makers.
Sean Quigley, VP Media at Symphony Talent
Select
Supporters
"In the absence of standards, measuring the effectiveness of job
advertising media spend across publishers & analytics suites -- whether
purchased under duration, subscription or pay-for-performance (CPM,
CPC, CPA) payment model -- is difficult if not impossible. At KRT, we
anticipate using the Declaration as part of our planning process so that
we can ensure our customers' job ads meet or exceed minimum
measurement standards."
Mona Tawakali, VP Digital Strategy at KRT Marketing
“In this constantly evolving marketplace, we are committed more and
ever to ensuring our clients are utilizing the most effective and efficient
solutions. The TAtech Traffic Quality Declaration establishes muchneeded standards, provides greater transparency and levels the
playing field among publishers. Shaker is proud to support this
initiative.”
Joe Shaker, President at Shaker Recruitment Advertising
& Communications
Seller Challenges
What are the biggest inhibitors to
programmatic growth at your organization?
 “we need to know eCPA and we need
benchmarks”
 “difficulty mixing traditional &
programmatic products”
 23.5% looking for a Sell Side Platform (SSP)
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For Next Year…
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Buyers want…
 Targeting.
 It’s time to go beyond blind search results
 Pricing Advancements.
 Bid recommendations
 2nd price auctions
 Relevancy/targeting should rise as bid rises
 Faster Changes.
 Feed refreshes
 Bid updates
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Sellers want…
 Conversion data.
 Publishers can optimize if you tell them what’s
happening.
 “Real Talk”.
 Real CPAs
 Data-driven decision making (vs. emotion,
status-quo, bias)
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Parting thoughts.
Buyers - don’t buy ‘the programmatic’
Sellers - don’t sell ‘the programmatic’
Rather, focus on helping employers locate
more of the right candidates (for the jobs
that need them) at a price they can afford.
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