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Honestly, I’d say what you do has a lot more to do with innovation than where you do it. If you’re a trader, your job anywhere is going to be trading. Sure, you might have a few more levers to pull on one platform over another, but the same goes for most roles. I would look at getting into product management or biz dev (partnerships, not publishers). That’s where you’ll really have a chance to innovate.
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Some of the more established / pioneering platforms are built on old infrastructure which stops them from being as nimble as the newer DSPs. E.g. it’s harder for them to give you access to data (e.g. one only lets you pull 90 days; you have to log a Support ticket if you want more) and so that creates a bottleneck not only with look-back, but your ability make some interesting optimization recommendations. Going deeper, a platform is only just moving into fully fledged AI (in dev ATM) and relies on binomial DTrees... A little behind. As an analyst I’d ask a around these sorts of questions - where does your data live, how quickly can you access it, what’s the client experience (not just as an in-house analyst, to paint a full picture) and what algorithms are you running.
To the point above, if innovation is most important, put your analytics skills to use in product; that’s where the most interesting stuff happens and you won’t be stuck reporting deciles out of an XLS.
Lot's of roles here. Plenty of opportunities to push the envelope. Contact us and see what you think - https://www.glassdoor.com/Jobs/GroupM-programmatic-New-York-Jobs-EI_IE318409.0,6_KO7,19_IL
GM1 - QA that click thru...