The document presents a fantasy football draft metaphor for selecting partners and players to build a team for executing an audience data strategy. It provides bios for various roles that would be important positions on such a team, including Chief Revenue Officer, VP of Ad Operations, Director of Digital Ad Platform Strategies, and implementation, success, product, technical support, training, legal counsel roles from a partner company. The bios describe the responsibilities and importance of these roles for successfully realizing the value of audience data.

1. ADAM LEHMAN
President/COO presents…
THE FANTASY DRAFT
FOR PUBLISHERS.

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. BUT IT’S NOT ALL ABOUT AD TECH
You still need
people to
successfully
run the plays.

4. YOUR SUCCESS IS MORE
THAN FANTASY WHEN YOU
DRAFT THE RIGHT PLAYERS
AND PARTNERS…

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. 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. 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. 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. 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. 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. 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. 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. 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. YOUR DREAM TEAM IS NOW IN PLACE TO SOLVE
PROBLEMS AND DRIVE WINNING STRATEGIES

15. Collect Anywhere. Use Everywhere.