At the March 2nd Seller Forum we'll discuss the changing relationship between marketer and publisher. Chris Paul, VP of Media and Acquisition at Squarespace, will play a key role in that discussion. Here he is the latest guest in our "six questions" series.
- Aside from TV buying, Squarespace handles its advertising in-house and deals with publishers and media providers directly. Why?
Long answer - We've recruited a brilliant team of media strategists who understand our customers and prospective customers. They have the command of the media landscape that's only gained by personal exploration - meetings and media kits won't cut it. And they're enabled by media and ad tech that have democratized the buying process, where speed and accountability outweigh volume discounts.
- Yours may not be an approach that's right for all marketers but certainly for some. What are the common characteristics for marketers who might be successful following the path taken by Squarespace?
This week's Drift is proudly underwritten by Index Exchange, the principled exchange for publishers. The people behind Index engineer the best technology to create a neutral, transparent exchange that enables digital publishers and suppliers to sell their ad impressions in real time, and gives them the data, knowledge and context they need to understand and act.
- You've said "the process doesn't end with somebody seeing the ad." This sounds bigger than just attribution and accountability. Is it?
- If the 'left brain' of marketing is data and delivery and the 'right brain' is creativity and integration, have you found publishers who bring you 'the whole brain?'
- What are we talking too much about and what are we not focusing on enough?
- Finish this sentence: "As a marketer, I'm most proud of...."
If you're a qualified media sales leader and haven't yet reserved your seat for the Seller Forum, reach out to us now.