Essay for RTBAnalytica

SYNOPSIS:
➢ Why marketing & business development as a career?
➢ Who is my role model and why?
➢ Programmatic advertising
➢ Insights on programmatic advertising industry

➢Why marketing & business development as a ca-

reer?

Marketing & business development is a fast pace & exciting industry. It has a wide
scope & provides various benefits if you choose it to build your career. There are
various reasons one can choose it as a career. I have chosen marketing & business
development as a career because of following reasons:

• It is a dynamic industry
One thing about marketing & business development is that it is a dynamic and
vibrant industry. The face of marketing is forever changing, which means that
you will not stagnate in your career but will be at the forefront of new & exciting
trends.
• You will connect with new people
Being a marketer or a business developer means that you will be dealing with
new people on a regular basis, making it the perfect career for a people-person
like me. I am always keen to know various aspects of life & there is no better
way to know about it than meet new people(customers).
• You can use your creativity
If there is one industry where your creativity is used most and is embraced, it is
 marketing & business development. I will be able to use creative thinking to
come up with innovative solutions and campaigns for the clients.

• Marketing is vital to all businesses and industries

There are little to no industries and businesses that do not need marketing. One
of the things I’m most amazed about is that working in business development
feels almost like a movie. Every day is completely different from the other and
you just have to embrace the challenge. I love change and I have very strong
adaptability skills.
• You never get bored if you work in business development
Business development & marketing involves so many different activities and
stakeholders that you simply won’t have the time to get bored.
You’ll get the chance to work on many projects involving other departments, and
you’ll get the chance to learn new skills beyond your field of expertise.
For example, during my last internship, I was part of the sales and marketing
team. I was busy contacting prospects & converting them into final customers for
the firm. This allowed me to learn new skills & enhanced my confidence as well.
Business development makes you more valuable in the job market.

The marketing & business development industry will never go out of style, it will
simply change to match the times and keep ahead of the curve.

➢Who is my role model/hero and why?

Kiran Mazumdar Shaw

Kiran Mazumdar is an Indian entrepreneur. She is the Chairman & Managing Director
of Biocon Limited a biotechnology company based in Bangalore.
She started Biocon in 1978 and spearheaded its evolution from an industrial enzyme
manufacturing company to a fully integrated bio-pharmaceutical company with a
well-balanced business portfolio of products and a research focus on diabetes, oncol-
ogy and auto-immune diseases.
Her pioneering work in the sector has earned her several awards, including the pres-
tigious Padma Shri in 1989 and the Padma Bhushan in 2005 from the government of
India. She was recently named among TIME magazine’s 100 most influential people
in the world. She is on the Forbes list of the world’s 100 most powerful women and
the Financial Times’ top 50 women in business list.
I consider her as my role model because of :

Her Values:
i. Believe in yourself
ii. Leadership
iii. Vision
iv. Go-getter spirit
v. Not afraid of failures

Her Business Philosophy:

i. Ethics in business
ii. Precision in work
iii. Quality

Her Behavioural Orientation:

i. Courageous
ii. Undeterred by set-backs

➢Programmatic Advertising

Programmatic Advertising is when an automated bidding system is used for the

real-time automation of buying and selling of ad inventory. It is one of the most
popular contemporary methods of running ad campaigns on the web.

Programmatic advertising lets businesses and agencies purchase the ad slots/im-

pressions on publisher sites or apps for their streaming, voice, video, TV and online
Ads.

In simple words, you can understand programmatic advertising as an advertising

technique that lets advertisers place their ads on the sites or applications of the
publishers by using AI-powered algorithms and programmatic system
that needs zero or next-to-zero human participation.
 There are four basic types of programmatic advertising:

1. Private Marketplace (PMP) : In a private marketplace, there is closed-door bid-

ding of the ad repository. The collection of the ads is limited to be auctioned only
by those who are granted access to it. One advantage of this system is that the
advertiser knows on which website the ad is being served.

2. Real-time Bidding (RTB) : In real-time bidding, there is an open auction. The slots
for the ads are free to everyone. The slots are predefined, and one gets to choose
them from this collection of slots according to their convenience and require-
ments. For each slot, bidding is done. The advertisers bid on the slots, and the
highest bid gets the slot.

3. Preferred Deals : This is done before taking the deal to a private marketplace and
even before taking it to real-time bidding. These favourite deals are available for
the buyers who get a sneak peek into the publisher’s ad repository before buying
it.

After that, there can be one-on-one negotiations about the pricing and the op-
tions for advertisements offered in the package. Even after the meeting between
the publisher and the advertiser, the advertiser is not bound to buy a package. If
the advertiser rejects the offer, it goes to the private marketplace.

4. Programmatic guaranteed : This is the last but the most trusted type of program-
matic advertising. It is also referred to as automated guaranteed or programmatic
direct. In this type, the advertiser and the publisher directly have meetings about
the pricing and other specifications of the ad repository. When the advertiser and
the publisher, both agree on the same terms, the deal is finalized.

➢Insights on programmatic advertising industry:

• Programmatic advertising is the innovation in the field of marketing and adver-
tising
• It is very effective to increase transparency among advertiser and the
publisher. This can be done through real-time auctions.

• The major advantage of this type of marketing is the potential reach of

the audience. There are almost 3.5 billion people on the internet on
average today. This is the reason why potential reach increases .

• The cost of the middle-men could be removed with this process. As it

lessens the human involvement which leads to quicker decision-making
process.

• Of course, there are few challenges in programmatic advertising such

as ad fraud, lack of knowledge, inventory quality etc. but on the bright
side it is constantly evolving & truly the future of marketing & adver-
tising.

THE END