As we mentioned in the article on tips for being a good Account Manager in AdTech, this professional profile is in charge of the day-to-day management of a client’s accounts. All of this involves a certain level of optimizations, upselling, incident management, and reporting of results.
Furthermore, depending on who the client is, within the AdTech industry, an Account Manager may have different specializations. Specifically, the Supply Account Manager specializes in managing and growing the revenue of a portfolio of publishers interested in monetizing their digital advertising inventory. This doesn’t just involve the basic technical training required in the programmatic advertising industry, but a significant part of your work will also consist of developing a series of soft skills related to customer service. These skills are needed to build a solid and long-lasting relationship with publishers who are already part of the clients portfolio and the new ones that the Business Developers acquire over time.
Training and hard skills that all Supply Account Managers need
Ideally, to work as a Supply Account Manager of an AdTech company, you will have studied Advertising or Marketing with a specialization in programmatic advertising or monetization training. On top of this, any additional knowledge of digital marketing or data will be an advantage and an added value for this position. The position is focused on the commercial and consultative aspects to achieve a stronger economic performance of the advertising spaces belonging to publishers of any digital medium, whether this is apps, web, or CTV.
To work as a senior Supply Account Manager, you need to know about essential metrics such as CPM, Fill Rate or Win Rate.
For a junior Supply Account Manager role, previous experience is not required. However, to access senior positions, managing publishers of a certain volume, you must have at least 2 years of experience in the programmatic advertising industry working directly with publishers. This experience will result in you mastering the industry’s essential metrics, such as CPM, Fill Rate, or Win Rate, as well as knowing the main SDK and oRTB integrations like Prebid and Amazon TAM.
The duties and responsibilities of this role include the main duty of optimizing the publisher’s results and enhancing the commercial relationship of your company with the client to guarantee performance in the long term. This happens by:
- Managing daily technical incidents that arise with the help of the tech team.
- Analyzing the data on a daily basis to detect potential optimizations in line with the strategic KPIs of your company and your client, using tools like Excel to an advanced level.
- Performing a consultancy role to explore new business opportunities and potential tests as a result of data analysis.
- Building human and commercial relationships with publishers that are long-lasting and solid, demonstrating a consultative approach, understanding their business objectives, and finding ways to help them to achieve them.
- Recording all actions on your company’s CRM to have a log from which reports are created and complete a comprehensive overview to propose new strategies
- Working as a brand ambassador, capable of attracting the publisher to your company in a highly competitive sector, such as programmatic advertising.
Once the above has been implemented, the next step to grow the commercial relationship with the publisher is through cross-selling and upselling. Your role in this sense consists of:
- Defining an appropriate revenue growth strategy for each publisher
- Upselling the activity at that time, adding new products (apps, webs, formats, GEOs)
- Communicating with and assisting publishers in implementing these strategies
- Collecting feedback from the client concerning improvements and new characteristics and sharing them with the team to decide on the next strategy
The basic soft skills of a good Supply Account Manager
In addition to mastering consultative sales techniques and having developed analytical thinking, a good Account Manager must have the essential soft skills to solidify their relationship with publishers. The most important ones are:
- To demonstrate a curiosity to learn and stay up to date with everything that is happening in the programmatic industry
- Ability to work individually and in a team
- Organization
- Problem-solving and taking responsibility
- Proactivity, persistence, and a “can do” attitude
- Attention to detail
- Skills to build relationships based on trust
- Results-oriented
- Excellent communication skills
If you think you have the skills required to be a good Supply Account Manager, here at Tappx we would like to meet you. Send us your CV to people@tappx.com or check out the current vacancies we have available to join our team.
