Question for folks on the biddable side (paid search, social, programmatic): how are your teams structured? Are buyers aligned by channel, client, campaign? What does leadership look like?

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Account/strategy, platform execution, analytics. Three teams built on a tech stack. Leadership is vertical across all teams from junior to VP.

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It’s interesting— some companies are more set up like traditional ad agencies with separate teams per channel, an ad ops team, and a planning team, with people having 1-5 clients depending on scope of work per client. Small boutiques often have you working on ALL channels. Others combine programmatic display and OLV and keep social a separate team, or have display, OLV, social all one team, no separate planning team.

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Typically there are 1-3 levels of associates/specialists/buyers/planners/assistants/strategists (titles vary from company to company), 1-3 layers of manager/supervisor, 1-3 layers of director, 1-3 layers of vps.

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And some companies have directors/vps just specialized in one channel, or others have a cross channel director/vp wirh a background in just one or more channel, the idea being you can have less directors/vps per account, less clients per director/vp, so they can have a closer relationship with team/client and see bigger picture.

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Also some agencies have buyers get promoted to planners, whereas others have full hierarchy from assistant to vp in separate planning and buying team, and others just merge the teams and just have media team, no differentiation if their role has more buying or planning.

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