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About Phil Parrish

Phil Parrish is the co-founder and managing director at PrograMetrix, a Seattle-based programmatic agency that helps agencies and brands take their programmatic advertising to the next level. Phil manages the strategic growth initiatives and company vision at PrograMetrix. Prior to co-founding PrograMetrix, Phil was the VP of Sales at AdReady, a demand-side platform ad tech provider for brands and agencies. Phil was instrumental in achieving triple-digit revenue growth rates which helped spearhead the acquisition of the company by Digital Remedy (formerly CPXi).

How to Add Programmatic Advertising as a Revenue Stream for Your Agency

Our previous article in this series outlined the three ways agencies can add programmatic advertising services within their organization to increase revenue: by in-housing, outsourcing to an ad tech vendor, or partnering with an agency that specializes in programmatic advertising services. Each option has its own unique benefits and drawbacks for agencies to consider, but as we concluded, we recommend partnering with an agency that specializes in programmatic to get your service offering up and running as quickly as possible without having to add headcount.  After finding the right programmatic advertising partner, how should an agency go about getting their new programmatic advertising services up and running for their clients? And what exactly does that process entail? While it varies from agency to agency depending on an organization’s size, number of clients, turnaround time on sign-offs, and complexity of ad campaigns to be executed, we provide our partners with the following guidelines—noting that when there’s a high level of engagement from both teams, things can also move faster. Below, we outline everything you need to know about adding programmatic advertising to your agency’s service list, including a programmatic onboarding timeline, pricing options, and the different ways you can choose to handle client relationships with a partner. Working With a Programmatic Partner The onboarding process with your programmatic service provider will look a little different depending on whether you plan to manage the client relationship yourself or refer your clients directly to your partner. For those who choose to manage the relationship, they can either let their clients know about the programmatic partner or keep that partner “behind the curtain.” Benefits of the latter include consistency for your clients, ability to manage your agency’s relationship with that [...]

By |May 23rd, 2022|

3 Ways Agencies Can Add Programmatic Services: In-Housing, Outsourcing, or Partnering

There are three main options for agencies looking to add programmatic advertising to their list of client services: in-housing, outsourcing to an ad tech vendor, or partnering with an agency that specializes in programmatic. Each has its own unique benefits and drawbacks for agencies to consider. Below, we compare all three options before sharing our recommendation of the single most important factor to keep in mind when making your decision on how best to implement programmatic for your agency. Pros & Cons of Programmatic In-Housing Programmatic in-housing is trending up as programmatic itself continues to grow by leaps and bounds. According to the IAB, less than 20% of brands have brought programmatic advertising fully in-house as of 2021, but many have tested bringing a few programmatic capabilities under their own roof while partnering with another agency on the more robust elements of programmatic campaign management. “Given the complexity of programmatic, there is one issue that brands, agencies, and tech providers share concern over, and that is the recruiting, training and retention of talent,” the IAB’s 2020 U.S. Report on Programmatic In-Housing explains. “Programmatic talent will remain in high demand for the foreseeable future.” For large brands with the financial means to compete for that talent and license, learn, and integrate the programmatic ad tech that goes with it, the benefits of programmatic in-housing include:  Complete control over your digital ad supply chain. Fewer touchpoints between the client and the team running their ad campaign. A dependable long-term solution for all future programmatic campaigns. That said, the primary drawback of in-housing (and the most relevant aspect for most small-to-mid-sized agencies to consider) is the expense, particularly with talent in such high demand already. The complexity of [...]

By |January 17th, 2022|

Should Your Agency Offer Programmatic Advertising Services? Here are Key Reasons Why

If you’ve found this article, you probably already know that programmatic advertising is growing—fast. In a few short years, the share of digital ads run programmatically has skyrocketed from zero to 85%, and it continues to climb year over year, particularly as COVID-19 has hastened the shift toward all things digital.  Without offering programmatic as a service, your agency may be missing out on what has become a massive slice of the $172 billion digital advertising pie. That said, the implementation of new and complex programmatic technology coupled with the emergence of new media channels like CTV/OTT, digital audio, and digital out-of-home is a challenge most advertising agencies don’t have the resources to tackle on their own just yet. Still, clients are increasingly expecting the option as digital advertising becomes increasingly synonymous with programmatic. In this post we’ll explain why most clients already expect their agencies to offer programmatic, what adding this service to your own agency’s repertoire entails, and how agencies can most easily add programmatic advertising to grow their revenue in 2021 and beyond. The Digital Transformation of Client Expectations In many cases, the traditional advertising methods agencies have relied on for decades are becoming less effective by the day as the world shifts to digital. Post-2020, U.S. consumers are spending more time online per day than ever before. Programmatic advertising allows your clients to get more bang from their digital media budget through robust ad targeting and data sets that work together to avoid wasted ad spend. Because of its improvements to campaign efficiency and scale, the vast majority of digital ads are already run using programmatic advertising technology.  The programmatic industry has its own unique challenges to address as it grows, [...]

By |September 20th, 2021|
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