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ADAM LEHMAN
President/COO presents…

THE FANTASY DRAFT
FOR PUBLISHERS.
BEFORE WE BEGIN,
LET US AGREE…
“Publishers and marketers are aggregating more data, from
more sources, than ever before. A...
BUT IT’S NOT ALL ABOUT AD TECH

You still need
people to
successfully
run the plays.
YOUR SUCCESS IS MORE
THAN FANTASY WHEN YOU
DRAFT THE RIGHT PLAYERS
AND PARTNERS…
PLAYER BIO / CHIEF REVENUE OFFICER
General Manager/Coach
•

Develops and owns overall audience revenue strategy

•

Assemb...
PLAYER BIO / VP AD OPERATIONS
Quarterback
•

Responsible for delivering the ball every game day

•

Works hand-in-glove wi...
PLAYER BIO / SR. DIRECTOR DIGITAL AD PLATFORM STRATEGIES
Wide Receiver
•

Runs a variety of routes to generate scores in
s...
PARTNER BIO / IMPLEMENTATION DIRECTOR
Offensive Line
•

Learns client’s audience playbook to ensure proper
blocking and ta...
PARTNER BIO / DIRECTOR CLIENT SUCCESS
Offensive Coordinator
•

Coordinates all DMP activity in support of
publisher

•

Pr...
PARTNER BIO / TECHNICAL SUPPORT
Defensive Coordinator
•

Fields all product and technical issues for
client as they arise
...
PARTNER BIO / VP PRODUCT
Special Teams
•

Fields special requests and needs from client

•

Handles all special returns, d...
PARTNER BIO / SALES-MARKETING TRAINER
Strength and Conditioning Coach
•

Develops special playbook for client sales and
ma...
PARTNER BIO / LEGAL COUNSEL
Head of Player Safety
•

Manages privacy and other compliance for partner
to protect client in...
YOUR DREAM TEAM IS NOW IN PLACE TO SOLVE
PROBLEMS AND DRIVE WINNING STRATEGIES
Collect Anywhere. Use Everywhere.
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Kickoff Workshop with Lotame: Drafting The Ultimate Fantasy Data Team

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Even if you deploy the most advanced advertising technology, your ultimate success will depend on the people executing your data-driven content and marketing strategy. In this workshop, Lotame President and COO Adam Lehman will profile the can't-miss roster of fantasy players that you need on your internal team, and on your DMP's team, to win digital publishing's prestigious awards year-in and year-out.

Published in: Business, Technology
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Kickoff Workshop with Lotame: Drafting The Ultimate Fantasy Data Team

  1. 1. ADAM LEHMAN President/COO presents… THE FANTASY DRAFT FOR PUBLISHERS.
  2. 2. BEFORE WE BEGIN, LET US AGREE… “Publishers and marketers are aggregating more data, from more sources, than ever before. And in order to realize the full value of that information, they require a technology-driven solution—a central hub—to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data.” Winterberry Group
  3. 3. BUT IT’S NOT ALL ABOUT AD TECH You still need people to successfully run the plays.
  4. 4. YOUR SUCCESS IS MORE THAN FANTASY WHEN YOU DRAFT THE RIGHT PLAYERS AND PARTNERS…
  5. 5. PLAYER BIO / CHIEF REVENUE OFFICER General Manager/Coach • Develops and owns overall audience revenue strategy • Assembles and manages in-house squad to execute • Guides partner selection and strategic partner management TEAM: The Sporting News PRK: 1 AVG: 22.3 7 Wins; 18 TDs Sees the opportunity data-driven products can bring to marketplace. Relentless focus on preparing and empowering his team to play with optimal speed and resources in today’s competitive environment. Owns bottom line results from audience strategy. HC1 with high upside.
  6. 6. PLAYER BIO / VP AD OPERATIONS Quarterback • Responsible for delivering the ball every game day • Works hand-in-glove with internal and external teammates • Calls the plays to execute audience strategy (includes audibles as necessary) TEAM: SheKnows PRK: 1 AVG: 23.7 Yds: 2156; TDs: 20 Leading her team’s offense, leveraging best-of-breed ad technology to advance her company’s business objectives. Puts on cleats and game face every day to deliver and optimize audience-based campaigns that generate outstanding ROI for advertising clients. Must-start QB1.
  7. 7. PLAYER BIO / SR. DIRECTOR DIGITAL AD PLATFORM STRATEGIES Wide Receiver • Runs a variety of routes to generate scores in selling audience solutions • Masters entire playbook so he understands audience data and its capabilities and can contribute to all types of plays • Develops cool TD dance for when clients land big audience sales TEAM: Advance Digital PRK: 1 AVG: 22.9 Yds: 763; TDs: 14 Knows the growing importance and value of audience products to advertising clients, and the tremendous upside in being a market leader in selling them. Has transitioned audience products from sleeper status to core sales offering. Motivates and empowers team to close audience business. WR1 in all formats.
  8. 8. PARTNER BIO / IMPLEMENTATION DIRECTOR Offensive Line • Learns client’s audience playbook to ensure proper blocking and tackling • Creates foundation for client to go on offense with customized hierarchies, data flows and integrations • Provides initial training to client teams to prepare client for kick-off TEAM: Lotame PRK: 1 AVG: 22.5 Yds: 3150; Sacks Allowed: 0 Jumpstarts your DMP deployment through data collection, categorization and activation. Works with your team to identify, collect and organize your business’ most valuable first party data with the greatest breadth and depth. OL1.
  9. 9. PARTNER BIO / DIRECTOR CLIENT SUCCESS Offensive Coordinator • Coordinates all DMP activity in support of publisher • Provides client with playbook of use cases, best practices, and other ways to generate value • Leverages entire partner organization to support client’s growth and success TEAM: Lotame PRK: 1 AVG: 24.9 Yds: 4542 TDs: 21 Combines deep experience in digital media with equally deep knowledge of DMP and other ad technology. Consistently operates in “beast mode” to deliver outstanding experiences and returns for his clients. Reliable OC1 week in and week out.
  10. 10. PARTNER BIO / TECHNICAL SUPPORT Defensive Coordinator • Fields all product and technical issues for client as they arise • Works in concert with partner engineering team to create both short-term fixes and long term defensive schemes • Ready to play defense at any time of the day or night to protect client’s business TEAM: Lotame PRK: 9 AVG: 19.8 Yds Allowed: 2119 Pts Allowed: 67 Responsible for leading flawless service and support solutions across the organization. Defends against system glitches, network issues or other client support needs. DC1 who you can’t afford to leave on your bench.
  11. 11. PARTNER BIO / VP PRODUCT Special Teams • Fields special requests and needs from client • Handles all special returns, delivering unique products and features that incorporate client’s inputs and objectives • Converts winning field goals to provide clients with a sustainable lead with audience products TEAM: Lotame STATUS: Healthy PRK: 1 AVG: 18.6 Return Yards: 1400 TDs: 3 A dual threat, on both the technology and client sides of the ball. Accessible. Knowledgeable. Creative. The ultimate Big Play threat. KR1 in any match up.
  12. 12. PARTNER BIO / SALES-MARKETING TRAINER Strength and Conditioning Coach • Develops special playbook for client sales and marketing personnel • Provides periodic training to help sellers execute their downfield routes • Supports co-marketing initiatives between client and partner TEAM: Lotame PRK: 1 AVG: 20.4 Bench: 425 40: 4.3 Digital Data /Media Selling Veteran. Understand the challenges sales team face with agencies and brands. Teaches traditional digital sellers how to differentiate themselves with data. Available as an ongoing resource for support and advice. Waiver Wire gem turned SC1.
  13. 13. PARTNER BIO / LEGAL COUNSEL Head of Player Safety • Manages privacy and other compliance for partner to protect client in using platform • Handles on-field injuries to minimize impact and ensure speedy recovery • Represents partner and client in league unions (IAB, DAA, NAI, etc.) TEAM: Lotame STATUS: Healthy PRK: 9 AVG: 21.9 Yds: 308/8/2, TDs: 6 Expert on evolving laws, regulations, self-regulations and standards related to audience data. Industry leader in developing and implementing new best practices. Provides clients with insight and counsel on legal and privacy issues. GC1 you need on your team.
  14. 14. YOUR DREAM TEAM IS NOW IN PLACE TO SOLVE PROBLEMS AND DRIVE WINNING STRATEGIES
  15. 15. Collect Anywhere. Use Everywhere.

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