Search engine marketers were the original programmatic buying professionals. We just called it something different back then. Brian Nadres, Director of Programmatic Media Buying at The Media Kitchen, will discuss how agencies can utilize their existing paid search teams to build the foundation of their in-house programmatic media buying capabilities.

1. Brian Nadres
Director of Programmatic Media Buying

2. Build Programmatic
into Search Teams

3. Centralized
To Trading Desk
Decentralized
To Each Team

4. Clients: transparency and results
Planners: oversight and control
Search: more marketable

5. PRE-ADVERTISING
< 2007
SEARCH
2007 - 2014
PROGRAMMATIC
>2014

7. Paid Search was the
1st programmatic channel

8. Industry Lifecycle
Mid-2000s

9. Climate is Right
DSPs more intuitive
Clients want more transparency
Search teams more integrated
Clients trust search teams

10. Programmatic Media Buying Team

11. Search Geeks are
Ad Tech Naturals

12. Digital Engineering Committee

13. Trading Desks
2004-2013
Search Teams
2014
Entire Agency
2015+
Programmatic for All

14. Transform into a
Programmatically
Empowered Agency

15. Programmatic Media
will be 63% of US digital ad
spending in a year

16. Thank You