New York, NY — 8/29/2017
Labmatik Inc, the consulting firm that pioneered Programmatic Resource Planning, announced today that they are launching an accelerator program in New York City called LabDesk. The LabDesk accelerator aims to put select Fortune 500 advertisers in the programmatic driver’s seat.
Advertisers designate their programmatic team to enroll in a 3-month applied learning program, where LabDesk teaches hands-on management and key operating techniques through a series of outcome-driven campaign use cases. The program format aligns internal teams to a reimagined programmatic operating blueprint, building foundational learning that permeates through the entire marketing organization in the form of common language, knowledge and objectives.
The innovative program will take place at LabDesk’s center of excellence in the heart of New York City. While the programmatic team is immersed in the training program, other stakeholders from brand, digital, analytics, and creative teams will participate in summarized executive sessions to ensure parallel knowledge diffusion.
The application process to gain admittance opens today. The 3-month program will begin on February 12, 2018 and end on May 7, 2018.
LabDesk is set up as a mission-driven laboratory to turn inefficient and convoluted programmatic processes into an agile and lean system that meets defined, outcome-driven business objectives. The program delivers on five key pain points that have been well-documented in the trade press: total transparency, fraud elimination techniques, clear financial accountability, operating model scale and managerial know-how. The curriculum is delivered through education sprints lead by LabDesk SME’s.
At the end of the program, each advertiser will have the internal talent and operating blueprint needed to move into expanded deployment of their new programmatic operating model. LabDesk leverages the ANA Master Media Planning & Buying Services Agreement in order to establish transparent commercial terms and operating standards.
Tom Triscari, Managing Partner of Labmatik, explains the rationale behind the program: “As the leading consultancy in the programmatic space, we experience ongoing requests from clients asking, ‘How can we innovate on old media planning routines, get more transparency and gauge ad effectiveness in a more sustainable way.’ Programmatic in-housing is becoming the new norm, with many advertisers either implementing in-house teams or thoroughly analyzing potential benefits. LabDesk is the ideal program to develop capabilities and resources in a clean space and set the path for a sustainable competitive advantage.”
Matt Nally, Managing Partner of Labmatik, points out, “Fortune 500 advertisers want to develop in-house control and operating capabilities, but often lack programmatic strategy and capabilities. LabDesk was developed to fill this gap by building and validating a viable operating model and the resources to manage it. Given the complexity, as well as transparency and fraud issues in today’s marketplace, advertisers are looking for independent, objective programmatic expertise to bring digital transformation to their organization. LabDesk is a crucial step in their transformation.”
Advertisers are encouraged to request the LabDesk’s FAQ and set up a 1-to-1 informational session with LabDesk to find out if this unique program fits their programmatic plans and aspirations.
Labmatik is the leading Programmatic Resource Planning firm with offices in NY, LA and EMEA.. The consulting business focuses on taking the cost and complexity out of programmatic for major advertisers. The firm runs accelerated engagements that focus on technology selection and implementation; process redesign; education and programmatic transformation.
LabDesk is the first and only programmatic accelerator, based in NYC. LabDesk runs a 3-month intensive programmatic curriculum. Participants gain accelerated education by executing applied campaign use cases during and after the program. In parallel to the NYC program, the brand team, creative team and other key stakeholders are taken through executive education workshops. The parallel setup results in knowledge convergence and a common language going forward which set a strong foundation for accelerated growth.