1. Horizon 2018. More Programmatic, More Problems.
Tom Chevalier VP, Appcast
2017 TA Tech Programmatic Summit
Minneapolis, MN | June 1st, 2017

2. About Me I made this selfie taking machine. She’s cute.
My wife is a chef. I do dishes.
I like building things. Almost more than breaking things.
I procrastinate. Hence the survey.

3. You are the source of today’s data
At least 25 Chiefs & Presidents
25+ VPs
Even some real Recruiters & Sourcers

4. Programmatic job advertising is:

5. Which option best describes your organization’s outcomes with programmatic job advertising to-date?

6. 46% of Publishers expect >50% 12-month Sales Growth In Programmatic Products

7. 20% of You said Your #1 2017/18 Corporate Investment will be In Programmatic

8. What’s the latest?

9. 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

10. Programmatic enabler – data sharing

11. Buyer expectations
51% of buyers report moderate to substantial budget reductions for sites that don’t support job level bidding.

12. 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.

13. 32% of Programmatic Buyers want at least 50% of their Budget to be Cost Per Applicant within 12 months

14. 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”

15. …Sidebar…
TAtech Traffic Quality Working Group is driving transparency & standardization
Introducing… tatech.org/declarations

16. Inaugural Publishers

17. Select Supporters Sean Quigley, VP Media at Symphony Talent
“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 much-needed 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

18. 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)

19. For Next Year…

20. Buyers want… Targeting. Pricing Advancements. Faster Changes.
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

21. Sellers want… Conversion data. “Real Talk”.
Publishers can optimize if you tell them what’s happening.
“Real Talk”.
Real CPAs
Data-driven decision making (vs. emotion, status-quo, bias)

22. 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.