Online advertising is at the nexus of media, technology, finance, and privacy, and it’s a product that you encounter every single day, but what PM lessons can be gleaned from AdTech? Join Rob Hazan, Senior Product Director from Index Exchange, as he guides us through a history of digital advertising and product management lessons learned along the way.

Join us for new conversations with leading product executives every week. Roll through the highlights of this week’s event below, then head on over to our Events page to see which product leaders will be joining us next week.

Join us at our weekly Speaker Series to gain insight on how to accelerate your career as a product leader.

Join us at our weekly Speaker Series events to engage with product leaders in your own community and gain insights on how to accelerate digital transformation.

On Why You Should Be Opinionated and a Problem-Solver

One of the first PM lessons that take center stage is to have an opinion, especially when it comes to solutions. When we butt up against a problem, we don’t want to be reminded of that problem or given even more problems to consider — we want a solution! People don’t mind if you are opinionated, as long as you focus on the solutions, not the problems.

“Present a list of solutions whenever you identify a problem and highlight the one that you favor in particular. Build a good strong rationale and business case for it.

The one thing that I’ve done very consistently and I think the right way to be an opinionated PM is strong opinions weakly held. So what I mean by that is you should come into every conversation with a perspective with a point of view, even a strongly stated one, but you should be willing to let anyone change your mind quickly. … What I found is that people are willing to forgive a lot if your intuition is good and if you can move decisively. And I think the way to build good intuition. The way to show that you can take decisive action is to have a strong opinion, but allow yourself to be swayed by new information easily.”

On How Total Addressable Market is Good Motivation

By using TAM (total addressable market), we can paint a picture of what we get as a reward for solving a problem. One of the big PM lessons from the presentation was that we want solutions to problems in order to be successful, but we all want some type of reward for solving this problem.

“If you can generate a reasonable estimate of the total addressable market and a realistic assumption around how much of that market you can capture with your product, you have a relatively straightforward way of estimating the reward.”

On Why One of the Key PM Lessons is the Product of Digital Marketing Matters

The landscape of digital marketing has changed so much from that first AT&T banner ad in October 1994. Now we have exchange bidding, multiple locations for digital marketing, and more changes on the way. What it comes down to for the ultimate PM lesson is project managers can turn complexity into simplicity. 

“The takeaway is doing your best to adjust delivery of the content to the right level for your audience.

What does history teach us about this the most modern of digital advertising problem spaces? Publishers will be very protective of their precious digital supply, just like they were on the web, dealing directly with advertisers for fear that programmatic In other words, real-time biddable supply will erode the value of their inventory. I think they’re worried that it’ll drive prices down. 

In the end, I also predict that savvy publishers will use RTB (real-time bidding) to their advantage, offering buyers better prices, and concurrently selling out more of their supply than their competitors. And this will eventually drive everybody to need to adopt this, this technology.”

About the speaker
Rob Hazan Index Exchange, Senior Director, Product Member
About the host
Brian Root Exploring new opportunities, Vice President of Product Management

I am a collaborative, patent-holding product executive specializing in building impactful customer-facing digital products in eCommerce, FinTech and InsureTech. I have over 12 years of experience leading and managing cross-functional product and design teams at all stages from Series A to Fortune top 2 (Amazon and Walmart). I have built and scaled teams from 0 to up to 15 individuals on several occasions, and I particularly enjoy the challenges of hiring and structuring teams. My passion as a leader has always been to unlock the potential of my reports and mentees. I strongly believe that an impactful, scalable \"what\" (the product) is the result of a strong understanding of the \"why\" (user and business needs) and \"how\" (product management and design best practices). In my non-work life, I enjoy running, cooking, dabbling in statistical modeling of sporting events, and being the best father that I can be to my baby son.

Provide your rating for this post
If you liked this post, please use the buttons to the left to share it with a friend or post it on social media. Thank you!

Leave a Reply

Read more

Brave VP of Services & Operations on the Rewards of Online Advertising

Brave VP of Services and Operations speaks on the future of online advertising with a focus on user rewards.

Digital Marketing: Impact of Deep Value Advertising

Pandora Product Lead William White breaks down how digital marketing practices are tailored to meet the demands of the emerging gig economy.

/ Register for Free

Don’t be left behind in your career. Join a growing community of over 500K Product professionals committed to building great products. Register for FREE today and get access to :

  • All eBooks
  • All Infographics
  • Product Award resources
  • Search for other members

Coming soon for members only: personalized content, engagement, and networking.