Emry DowningHall, SVP of Programmatic & Revenue at UnwindMedia, shares his insights on adapting to change, building community, and shaping a meaningful career — all while leading diverse teams to success.
In a recent AdMonsters LinkedIn Live, Emry emphasized that leadership is pivotal in shaping programmatic success. It’s not just about understanding the technology but digging deep into the day-to-day operations to drive revenue growth. Leaders keen on these granular details see the most success, he said.
With over 17 years in ad tech, Emry highlighted that traditional education doesn’t always teach the skills needed in this fast-paced industry. Instead, not having formal training opens the doors to fresh perspectives, enriching the industry with varied experiences.
While formal training isn’t a requirement, succeeding in programmatic does call for a special set of skills — mainly the ability to adapt in an ever-changing environment. “Investing time in your work is crucial,” he noted, encouraging publishers to integrate their personal online experiences into their professional roles.
Building Your Programmatic Career Path and Driving Team Success
The learning curve in our industry allows publishers to learn from successes and failures, ultimately leading to better decision-making. Emry highlighted the importance of combining analytical skills with effective communication, stressing that effectively sharing data-driven insights leads to meaningful results.
He also shared great advice for publishers striving to carve their career paths. Without giving away too much of the conversation, here are a few takeaways from the discussion:
- Don’t overlook lesser-known companies when considering job opportunities; success is not solely determined by brand prestige but by the opportunities for specialization and impact within the role.
- Evaluate potential employers’ understanding of programmatic; he emphasized, “Programmatic does not mean automatic.”
- Join teams where leadership understands nuances of programmatic and allows team members the autonomy to contribute meaningfully.
- While revenue growth is often the primary metric for success, it should not be the sole motivator. Emry advises leaders to diversify their incentive structures.
- Utilize cross-functional collaboration by simplifying goals and aligning incentives when necessary.
Shaping the Future: Embracing Quality, Sustainability, and Community
Emry talked about the growing importance of quality and sustainability as trends shaping the future of publishing. He said the emphasis on quality inventory will only intensify as programmatic evolves. Prioritizing creative, engaging media that resonates with audiences will always be key to driving better outcomes for advertisers.
He noted that sustainability is another trend publishers cannot afford ignoring, encouraging them to think of it as a means to improving efficiency rather than as the buzzword of the moment.
Finally, Emry stressed the power of community in the publishing world, urging publishers to connect with peers to share challenges and solutions. “The community we have as publishers is such an advantage,” he said. This collaborative spirit can help navigate complex issues and identify best practices, fostering both personal growth and industry-wide innovation.
Focusing on leadership, quality, sustainability, and community, Emry offers a roadmap for publishers to thrive in an evolving landscape. His insights remind us that success in programmatic isn’t just about technology — it’s about fostering collaboration, embracing change, and building stronger connections within the industry.
To hear more of Emry’s insights, join us for his keynote — By the Bootstraps: Balancing Organizational & Personal Growth as a Publisher — at AdMonsters Publisher Forum in Scottsdale, November 10 -12.