We caught up with Rebekah Bain, Senior Manager of Programmatic Supply at Simpli.fi on her team’s programmatic strategy and the challenges they face.
Could you tell us a bit more about yourself and your role at Simpli.fi?
I’ve been at Simpli.fi for a little over 4 years, 3 of which have been on the Business Development team. I focus on managing our supply partnerships as well as data relationships. My role encompasses working with people, working with technology, and working to solve problems. I have loved learning about and working in the programmatic space.
What programmatic trends are Simpli.fi following and preparing for?
We’re investing heavily in the CTV/OTT environment as well as addressable targeting and attribution, continuing to create novel ways of using data to build products.
What challenges still remain in the programmatic space?
Trust. Do you trust your exchange partners; do you trust the inventory; do you trust the data? From the buy side, we need to demand the best from our supply and data partners and they, in turn, should demand the best from their partners. We need to continue to work as an industry to come up with solutions to eradicate bad players while still allowing companies to be competitive.
What is most important in your relationships with your partners?
Transparency and accountability, which will produce trust.
”We need to continue to work as an industry to come up with solutions to eradicate bad players while still allowing companies to be competitive.Rebekah BainSenior Manager of Programmatic Supply, Simpli.fi
What is your competitive advantage or unique approach to programmatic buying?
First, we have built our own technology, which allows us a holistic view of our ecosystem. We have more control over how we act within that space as well as the ability to study and use the data we see. Second, we specialize in bringing our own unstructured data to manage high volumes of localized campaigns with over 90K running daily on our platform.
On a personal note, when you do have free time, what’s your favorite thing to do?
My favorite things, besides my new husband, are pizza, wine, music, and staying active. I love to cook in general and have an Ooni pizza oven that produces great crust that I am obsessed with. Recently, my husband and I have also gotten into mountain biking, so that keeps us exploring new trails and places.