FatTail CRO Laura Boodram at Navigator: The Future is Direct!

The future is direct. That was the message FatTail CRO Laura Boodram delivered to a crowded auditorium of publishers in New York last Wednesday at Beeler.Tech’s Navigator conference.

The future hinges on “pairing the scale and ease of programmatic with the transparency and control of direct advertising,” Boodram said in a conversation with Michael Stoeckel, head of platform partnerships at media activation platform Hudson MX. 

“Advertisers want trusted, quality real estate for their ads,” Stoeckel said. “If life were easier when going direct, they’d be more than happy to spend their money there.”

Publishers have been told for over a decade that advertising innovation means adopting programmatic. And automation definitely is the future. But the programmatic open market is just a part of it.

Open auctions have a role to play in monetizing remnant inventory, but they’ve also commoditized publishers’ valuable inventory, wrested control from you, and eroded margins. This is automation in the service of adtech companies, not publishers.

What does automation in the service of publishers look like? 

Automating data reentry, discrepancy resolution, creative management, forecasting, approvals, pricing negotiation, reporting, and billing. Making it easier for advertisers to buy direct. Improving the client experience. Liberating ad ops teams from working weekends. And, of course, driving more revenue.

If you want to explore how AI sales assistants, an advertiser portal, and the industry’s most feature-rich OMS can help you automate your business, free up your team’s time, and drive more revenue, reach out to us at info@fattail.com.