{"id":61870,"date":"2017-04-25T14:03:07","date_gmt":"2017-04-25T21:03:07","guid":{"rendered":"\/?p=61870"},"modified":"2022-08-26T12:16:18","modified_gmt":"2022-08-26T19:16:18","slug":"buyer-spotlight-butler-shine-stern-partners","status":"publish","type":"post","link":"https:\/\/blog.openx.com\/buyer-spotlight-butler-shine-stern-partners\/","title":{"rendered":"Buyer Spotlight: Butler, Shine, Stern & Partners"},"content":{"rendered":"\n

1. What is BSSP\u2019s unique expertise in the industry?<\/strong><\/p>\n\n\n\n

Performance marketing is something we\u2019re passionate about. Our performance marketing team is made up of specialists across paid search, social, and programmatic. The idea behind that is developing cross-channel learning across platforms to apply those learnings to campaigns. If we see something working in paid search, we\u2019ll apply those microtrends to how we look at other strategies. We focus on putting forth an effective solution for our clients.<\/p>\n\n\n\n

2. How do traders at BSSP educate themselves about inventory, quality, fraud, viewability and on the \u201cnext big thing?\u201d<\/strong><\/p>\n\n\n\n

We regularly participate in conferences and trade journals. We also rely on our vendor partners to keep us updated in case there\u2019s something we should be aware of early on. Things typically move on the supply side before they hit on the demand side, so having relationships with supply vendors is crucial for us. We want all of our internal teams and clients to be up to date on everything we need to know on data and tech.<\/p>\n\n\n\n

Often on the buy-side we want more channels, formats, and capabilities that are not readily available today, but we work with our partners in the industry to find solutions to these challenges.<\/p>\n\n\n\n

For example, we worked with OpenX, who has brought new ideas to table for us, like being able to customize and curate different types of supply completely tailored to us \u2013 something we hadn\u2019t tried at scale previously.<\/p>\n\n\n\n

3. What do your clients expect from programmatic?<\/strong><\/p>\n\n\n\n

They expect a lot. A lot of our clients range from DR to awareness\/consideration so a lot of what we do is set goals, KPIs and expectations. Some clients have more experience in the space than others, but they all see value in programmatic. For example one client knows programmatic can drive the most efficient cost-per to meet aggressive lead goals. Another client may see programmatic TV as a more effective way to buy TV outside of entering the upfronts or a scatter buy. Our clients expect different things and work with us to bring them the best solutions.<\/p>\n\n\n\n

If we see something working in paid search, we\u2019ll apply those microtrends to how we look at other strategies. We focus on putting forth an effective solution for our clients.<\/p>Brian O’ Kelley, CEO, Co-Founder<\/cite><\/blockquote>\n\n\n\n

4<\/strong>. What is most important in your relationships with partners?<\/strong><\/p>\n\n\n\n

There are three for us, the first being that the partner fully understands the tech, the ins and outs of their own platform and where it\u2019s going in next few years. Working with partners who can understand limitations and opportunities with their own tech gets us much further.<\/p>\n\n\n\n

The second, and perhaps most important, is helping us troubleshoot and diagnose performance or campaign problems. For example, if we\u2019re setting up a PMP deal, we want to understand how to scale and to make sure we see inventory coming through. There may be a variety of variables that we don\u2019t have the purview into, so having a partner who can help us diagnose those issues is something we look for. A partner who is transparent is important for us.<\/p>\n\n\n\n

And third, coming up with test and learn situations. We found that most of our clients are ambitious in terms of what they want us to do, whether it\u2019s testing a new data partner or new bid strategy. Having a partner that helps us strategize and then implement those types of scenarios is valuable.<\/p>\n\n\n\n

5. What\u2019s next for BSSP in the programmatic world?<\/strong><\/p>\n\n\n\n

We\u2019d love to move a significant portion of our buys into programmatic TV\u2019s cross-screen world. Instead of only relying on video through YouTube or other online video providers, we\u2019d like to be as expansive as possible using both TV and video dollars. A move toward more video cross-platform play will help us with our effectiveness because we can see global frequency capping across device I\u2019m also personally interested in seeing what happens with VR, and if it\u2019ll be the next distribution channel for content. When those collide, I\u2019d be interested to see how those match up.<\/p>\n","protected":false},"excerpt":{"rendered":"

1. What is BSSP\u2019s unique expertise in the industry? Performance marketing is something we\u2019re passionate about. Our performance marketing team is made up of specialists across paid search, social, and programmatic. The idea behind that is developing cross-channel learning across platforms to apply those learnings to campaigns. If we see something working in paid search, […]<\/p>\n","protected":false},"author":18,"featured_media":61871,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[77,3],"acf":[],"_links":{"self":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/61870"}],"collection":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/comments?post=61870"}],"version-history":[{"count":0,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/61870\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media\/61871"}],"wp:attachment":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media?parent=61870"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/categories?post=61870"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/tags?post=61870"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}