Re: How Starcom trained its talent to speak programmatic - Digiday

triscari — Wed, 06 May 2015 07:15:09 -0000

This is nice, warm and fuzzy. Not a real needle mover. Not nearly enough. It is however good press aimed at perception management.

While they may have trained employees to speak programmatic, I wonder if it's like learning a foreign language? Do they have a thick accent? Are they able to use verb conjugation in the past, present and future? How fluent will they become? Can a random employee be dropped into the Paris of programmatic, communicate and survive without missing a beat?

Knowing what a DMP is vs. a DSP is like knowing not to cross the intersection when the light turns red. I just don't see how Starcom is going to truly educate clients on programmatic in a way that leads the client to an enduring competitive advantage. Deep and connected education will come from elsewhere. The best learning for advertisers is hands-on applied learning and the same goes for agencies. Both sides must self-educate separately and together if the goal is to gain a competitive advantage from programmatic prowess.

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Re: How Starcom trained its talent to speak programmatic - Digiday