In a world where digital advertising budgets are skyrocketing, programmatic advertising has become the foundation for reaching the right audience at the right time. Yet, as brands and agencies embrace programmatic to drive results, a significant hurdle remains: finding skilled programmatic talent.
The shortage of expertise in this space isn’t just an HR issue, it’s a roadblock to growth, innovation, and ROI. According to a recent Business Insider report, media companies are aggressively hiring to fill programmatic roles, but they face a steep challenge: the talent pool simply can’t keep pace with demand. This growing gap poses risks for companies trying to stay competitive in an increasingly data-driven industry.
The good news? There are solutions. Whether you’re upskilling your team, leveraging technology to simplify workflows, or outsourcing to a trusted managed services provider like Choozle, addressing the programmatic talent gap can transform this challenge into an opportunity.
The programmatic advertising industry is currently facing significant challenges in recruitment and talent acquisition. As digital advertising continues to evolve, the demand for professionals skilled in programmatic strategies has surged, leading to a notable talent shortage. This scarcity is impacting agencies and brands alike, making it increasingly difficult to execute effective programmatic campaigns.
Why the Programmatic Talent Gap Exists
Several factors drive the shortage of skilled professionals in programmatic advertising:
- Unprecedented Growth in Programmatic Advertising: According to Statista, by 2026, a remarkable 86% of overall digital advertising revenue will come from programmatic ads, highlighting its growing dominance. As advertisers allocate more resources to digital channels, the demand for programmatic expertise has exploded, leaving businesses scrambling to keep up.
- The Complexity of the Programmatic Ecosystem: Unless you have a good operating system, doing Programmatic advertising demands proficiency in audience planning, channel selection, optimization, and measurement, making it a challenging space to navigate without the right approach.
Did You Know? Choozle goes beyond traditional DSPs by integrating multiple platforms into one easy-to-use solution. It connects with tools like data management platforms (DMPs), analytics, and ad servers, allowing marketers to manage campaigns from a single interface. Choozle’s model simplifies the operational aspects of programmatic advertising, helping users develop media, data, and measurement literacy without the complexity of over-engineered solutions. This means users can become productive faster and drive business impact more effectively.
- A Limited Talent Pipeline: According to GOTORO Recruitment Insights, the talent gap extends across multiple industries, including advertising. Businesses are struggling to find candidates with the specialized skills needed to manage programmatic campaigns effectively.
- Retention Challenges: Even when companies find talent, retaining them is another battle. High demand for programmatic expertise means professionals are frequently recruited by competitors, creating a cycle of turnover and instability.
Addressing the Gap with Choozle
At Choozle, we provide solutions that address the programmatic talent gap, offering businesses the flexibility to either upskill their teams or outsource campaigns to our managed services.
Self-Service Tools: Choozle’s self-service tools provide an intuitive, user-friendly platform that empowers teams to seamlessly manage and optimize campaigns across multiple channels. Featuring advanced targeting options, real-time analytics, and streamlined setup processes, these tools simplify programmatic advertising, search, and social, making it accessible and efficient for teams at any skill level. Additionally, Choozle’s intuitive UI accelerates onboarding for traders, enabling them to become effective faster and with less overall investment, ensuring your team is up and running in no time.
Choozle Knowledge Base: The Choozle Knowledge Base is a comprehensive, on-demand resource that provides teams with detailed guides, FAQs, and step-by-step instructions to navigate the complexities of programmatic advertising. Designed to empower users with foundational and advanced knowledge, it’s an essential tool for troubleshooting, learning best practices, and maximizing platform efficiency.
Choozle Resource Center: The Choozle Resource Center is a curated hub of educational content, including overviews, reports, eBooks, and checklists, crafted to inspire and inform users about programmatic advertising strategies and trends. This dynamic collection supports teams by providing actionable insights and tools to optimize campaigns and drive better outcomes.
Managed Services for Immediate Impact: For businesses needing immediate expertise, Choozle’s managed services allow you to outsource your campaigns to our team of specialists. From strategy and execution to optimization and reporting, we handle the details while you focus on other priorities.
Practical Steps to Bridge the Talent Gap
To overcome the programmatic talent shortage, consider the following strategies:
1. Leverage Training Resources: Platforms like Choozle Academy and certifications from the Interactive Advertising Bureau (IAB) can help your team build essential skills.
2. Foster a Learning Culture: Create opportunities for continuous improvement, such as lunch-and-learn sessions or access to industry insights from sources like eMarketer.
3. Outsource to Experts: If building in-house expertise isn’t feasible, outsourcing to a partner like Choozle ensures experienced professionals manage your campaigns.
4. Start Small: Begin with manageable campaigns, giving your team hands-on experience without overwhelming them.
5. Monitor and Adapt: Regularly assess the performance of your campaigns and your team’s capabilities, making adjustments as needed to keep up with the fast-paced programmatic environment.
Embrace the Dynamic Journey
In programmatic advertising, the quality of talent behind your campaigns defines success. As the Lowe Group famously stated, “Good advertising and bad advertising cost the same; the difference is priceless.” Top-tier talent ensures your business can deliver precise, impactful campaigns with minimal waste, maximizing ROI. Skilled professionals enable precision in targeting, ensuring that marketing efforts reach the right audiences effectively and efficiently.
According to Boston Consulting Group, precision branding allows businesses to focus on high-value consumer segments, reducing waste and driving better results. Moreover, expertise in the latest tools and strategies keeps your business ahead in a fast-evolving market, maintaining a competitive edge. Skilled professionals also bring fresh perspectives and cutting-edge approaches, driving innovation and ensuring campaigns remain impactful and relevant. Access to the best talent is not just an advantage, it’s a necessity for achieving superior outcomes and staying ahead in the dynamic world of programmatic advertising.
Conclusion: Partner with Choozle to Close the Gap
The programmatic talent gap is a challenge, but it’s also an opportunity. By upskilling your team or outsourcing to Choozle’s managed services, you can execute campaigns with confidence, deliver better results, and secure your place as a leader in programmatic advertising.
Don’t let the talent shortage hold your business back. Take the first step today by partnering with Choozle to empower your team, streamline your campaigns, and unlock the full potential of programmatic advertising.
Ready to get started? Contact Choozle to learn how we can help your business thrive in the programmatic space.
Adam Woods
Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.
