While a Supply Account Manager is in charge of monetizing the digital advertising inventory of different publishers and a Performance Account Manager takes care of enhancing the growth of the mobile application developers they look after, the mission of the Demand Account Manager is to guarantee the minimum cost and maximum visibility possible for the client or technological partner interested in acquiring a digital inventory through programmatic buying.
In this case, the client is the demand partner that manages an advertising budget. Your task consists of understanding the behavior and needs of that client, providing them with recommendations, and constantly optimizing the advertising inventory so they can reach their goals and obtain the maximum results possible. Ultimately, you must ensure the commercial agreements are as profitable as possible for the partner and your company.
Essential hard skills for a Demand Account Manager
To work as a Demand Account Manager in the AdTech industry, you need to have studied advertising, and digital marketing and, ideally, knowledge of programmatic advertising and data analysis.
In any case, if you have a background in other educational fields and are thinking about changing direction in your professional career, you can always specialize in programmatic advertising by studying for a specific course and acquiring the technical skills relating to the industry over time.
The day-to-day duties of a Demand Account Manager basically consist of:
- Constant communication with the client to offer any type of support in their day-to-day operations.
- Monitoring the client’s KPIs as well as those belonging to your company, which may include rCPM, discrepancies, errors, inventory quality, reports, etc.
- Understanding of account behavior (ups and downs) from a technical and business perspective.
- Checking that each account is at 100% of its potential (targeting, blacklists, adding new apps, etc).
- Proactively providing clients with strategic recommendations to help to increase buying and boost revenue growth.
- Solving technical problems with accounts and acting as a bridge between the client and your company’s IT department.
- Coordination of invoices and payments.
- Data analysis and performance of accounts to identify growth potential and business opportunities (formats, countries, etc.).
- Drafting reports of results with the required frequency.
Ultimately, the work of the Demand Account Manager consists of building and developing trusting relationships with clients and being their point of contact in your company to help them to achieve their objectives and satisfy their needs. To do this, you need to have a series of basic hard skills that can be summarized as:
- Ability to analyze and interpret data with an advanced command of tools such as Excel
- Basic knowledge of the industry and programmatic advertising. In fact, previous experience in the sector is particularly highly valued.
- Command of basic metrics such as Floor price, rCPM, Fill Rate, and Win Rate, among others.
- Notions of different industry players like DSPs, SSPs, AdNetworks, AdExchanges, and Agencies.
- Commercial and consultative skills to build a trusting and long-term relationship with the client
- Fluent command of English and knowledge of another language are desirable
Basic soft skills that all Demand Account Managers must have
Equally important, if not more important than the technical skills we have just looked at, to be a good Demand Account Manager you need:
- The ability to listen, understand and apply the client’s requirements
- Excellent communication skills
- Initiative and proactivity to try and improve results on a daily basis
- Organization and teamwork
- Flexibility and the ability to adapt to new scenarios and objectives
- Interest in learning and being up to date with the latest industry trends
- Know how to handle yourself in situations of pressure and uncertainty
If you already meet these characteristics or are interested in developing yourself to become a Demand Account Manager, here at Tappx, we would be delighted to find out more about you. Write to us at people@tappx.com or take a look at all of the employment opportunities we have open at the moment.
