‘Dire Straits’ for Direct Digital Media Sales?

If there was ever a candidate at the top my list of interviewees for the MoM[S] ‘Keep It Real’ Sales Interview Series…it would be Ari Rosenberg. I’ve been reading Ari’s work for several years now, and few have his clarity of thought, matched with an astute insight that is second to none on this world of Media of ours.

As for his article here, Dire Straits, the question of Media Sales professionals being squeezed by the very publisher sites they sell for, along with their Ad Network brethren [who were already supposed to be gone, according to the current wisdom on DSPs & RTBs] is a salient one.

Ironically enough, it may be that the direct Site reps go by the wayside before even the Network teams, as we are starting to see signs that the Networks can be in a position to offer both their current Depth & Breadth/Reach & Frequency program, and also now bolt directly into certain DSP environments, in effect, “feeding the monster.”

We’ll see where the required Sales core competency shifts to [as it inevitably will], within the coming 2 years or so, I think it’s safe to say.


~ by MindOnMediaSales on April 15, 2011.

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