[Food for thought] Ad Companies Face a Widening Talent Gap

A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, one familiar to many industries across the country, is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.

The talent pool, advertising technology company executives say, is not a deep one. And those who have the skills are in high demand, often fetching annual salaries that can reach $100,000.

???There is pain for hiring in digital at all levels,??? said John Ebbert, managing editor of AdExchanger.com, a Web site dedicated to advertising technology.

???The marketers, the publishers, the ad tech companies, the agencies, data management companies ??? they???re all going for the same type of employee.???

The job board on AdExchanger, which is updated every 45 days, has postings for positions with titles like ???Yield Optimization Manager??? and ???Director of Platform Marketing.??? The number of jobs on the board has nearly doubled in the past year, Mr. Ebbert said, to 80 jobs every 45 days from 40.

The digital talent gap is driven in part by the enormous amount of user data that ad tech companies are collecting for agencies and marketers ??? data that is instrumental in directing ads to consumers and analyzing trends. New hires are needed for a variety of tasks, including writing code, creating digital advertisements, Web site development and statistical analysis.

???The demand has far outstripped the supply,??? said Joe Zawadzki, the chief executive of MediaMath, an ad tech company in New York. ???The number of things that you need to know is high and the number of people that have grown up knowing it is low.???

Mr. Zawadzki said that as of last week his company had 13 positions open and had gone to job boards, recruiters and even hosted technology-focused meet-ups to find people. In September, the company hired its first senior vice president for human capital to help with recruitment.

On average, Mr. Zawadzki said, it takes two to three months to find the right person ??? someone with a combination of pure quantitative skills, applied marketing skills and an understanding of how the advertising technology business works. With a limited talent pool, many ad tech firms are after the same people.

???Half my job is maintaining a mental Rolodex of people that are at various places,??? Mr. Zawadzki said.

Edwin Lee, 40, is typical of the candidates that many ad tech companies are competing for. Mr. Lee, an economics major at Stanford who has a master???s degree in business administration from the University of Southern California, was hired as an account director at MediaMath in September. He came to the company after leaving a Silicon Valley start-up and began his new job after entertaining a variety of options, including other small start-ups and Google.

???For me it was like, ???The world???s my oyster here ??? what do I want to do???? ??? said Mr. Lee, who describes his new job as ???helping companies and clients make sense of something they don???t really understand and they hear a lot about.???

The difficulty in finding qualified candidates is affecting advertising agencies as well, said Jerry Neumann, a venture capitalist from Neu Venture Capital who invests in ad tech companies like 33 Across and YieldBot.

Agencies have not traditionally hired for skills like ???number crunching, data visualization, quantitative analysis,??? Mr. Neumann said. ???They???ve never needed those in the past.??? Instead, media buyers and even those on the creative side of agencies need to prepare for a new digital reality.

???The kind of media buying that???s happening now is much more quantitative??? Mr. Neumann said. ???The agencies are staffed for qualitative.???

Although I believe agencies AND advertisers need both: qual AND quant.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s