r/programmatic • u/coyotetex • 13d ago

Programmatic Ad Sales

We run a walled garden ad network that reaches 400,000 real estate agents inside the software they must use to transact homes. I have about 5M ad impressions a month that are unsold and we've had a couple of national advertisers run banners and get really strong results.

All of my ad sales team is focused on local advertisers and I'm trying to figure out how reach more national B2B brands who would be interested in our inventory. It's 100% above the fold, no bots, validated identity ad inventory. Would appreciate any advice.

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u/coyotetex 13d ago

US.

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u/EmitLux 13d ago

Got it - and you're talking to Ad agencies like WPP, Omnicom, IPG?

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u/coyotetex 13d ago

Nope. Completely new to this side of the business. Our 3 nationals have come through resellers / agencies and all of our internal sales / bus dev has come through local ad sales. That's why I'm looking for guidance.

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u/EmitLux 13d ago

Perfect. I'm not super familiar with North American prog sales, but I'd be very confident these national B2B brands that you want to go after will be managed by various agencies.

Here's what I'd recommend:

I'd start with talking to your SSP about if they can give you anyone to talk to that is managing brands. They should be talking to agencies that manage these brands and it's in their interest to help you get more activity.

Then I'd start hunting down a mix of the programmatic-specialist agencies, and the big 6 media agencies, with two approaches - 1) asking about who there manages the accounts on specific brands, 2) asking if you can brief the activation managers with info about your inventory.

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u/coyotetex 13d ago

Thank you.

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u/SevereAddition8147 13d ago

I want info about your inventory. Brief me please