IAB Education

Taught by experts from Politico and New Titans Media

A Workshop for Publishers and Sellers

The Request for Proposal (RFP) model was originally designed as a business tool to help advertisers do a more thorough and consistent job when looking for channels to place ads.

Today, the number of digital channels alone can make for an often inconsistent, disconnected and hard to follow roadmap for both advertisers and publishers.

This training session offers publishers and media sellers greater insight into the process of deciphering and responding to digital media RFPs by providing guidelines and best practices for sellers to follow when reviewing advertiser needs and putting together proposals to meet those needs. With a combination of presentation an interactive exercises, you will acquire insightful strategies and concrete tactics that will improve your sales capabilities.

Participants for this training will explore:

• The 6 necessary components of any effective RFP
• Ways for sellers to review RFPs to determine relevancy and fit
• Smart ways sellers can avoid conflicts with advertisers and promote peaceful and meaningful partnerships
• Publisher and site best practices for maintaining value to visitors and advertisers
• The most common pitfalls that sellers face and how to avoid them
• How sellers can clearly communicate the value they bring to the table
• How sellers can help advertisers reach their marketing goals
• How to identify and promote seller Unique Selling Propositions