An automation strategy can help reduce price variability and achieve sustainable increases in total revenue, but most TV sellers have yet to introduce one. The status quo for updating rate cards is using Excel to apply across-the-board percentage increases every year—or every quarter, at best. This leads to inventory being undervalued because pricing doesn’t reflect continuous shifts in supply and demand.
Furious has found that sellers can achieve a 10% revenue lift from automating their rate card process and using data-driven pricing methodologies, assuming that governance is in place to improve adherence by sales teams. To achieve this, programmers and operators should develop a strategy for the planning, implementation and operation stages. Here’s what each one entails.