The Programmatic Skills Gap: What the Next-Gen Trader Needs

The programmatic advertising landscape is evolving at a pace, no one could have predicted. With AI-driven optimizations, the rise of CTV, and increasingly complex supply chains in place, the industry now demands a new caliber of talent. Yet, many organizations are struggling to find professionals who can bridge this widening skills gap. For the next generation of programmatic traders, technical expertise alone is no longer enough. It demands combining analytical ability with creativity, adaptability, and strategic thinking.

Why Does the Skills Gap Matters?

A recent report by Marketing Week (2025) revealed that more than 60% of marketers believe their teams lack the right capabilities to deliver long-term effectiveness. This isn’t just an HR challenge, it directly impacts campaign performance, ROI, and overall competitiveness.

Similarly, Choozle in its latest findings highlights that the shortage of programmatic talent is now one of the biggest barriers to scaling campaigns efficiently. Brands need traders who can navigate an increasingly fragmented ecosystem with confidence, rather than relying on outdated strategies or single-platform skills.

The Skillset of the Next-Gen Trader

The next-generation programmatic trader must bring a combination of technical fluency, strategic judgment, and creative problem-solving. Some of the key attributes include:

• Platform fluency : The ability to operate across multiple DSPs and adapt quickly to new buying methods.
• Analytical depth: Going beyond surface metrics like CTR and focusing on long-term business impact.
• Creative understanding: Recognizing how storytelling and audience insight can transform raw data into campaigns that resonate.
• Scalability mindset: Designing campaigns that can grow across formats, geographies, and channels.
• Transparency focus: With fraud and supply path inefficiencies on the rise, ensuring ethical, accountable practices is now fundamental.

Adsmurai in its recent report notes that the demand for transparency and agility across emerging channels like CTV and programmatic audio is defining 2025 trading success.

Closing the Gap

To develop these capabilities, organizations need to move beyond traditional training. Hands-on experience, cross-disciplinary collaboration, and continuous learning are critical. A recent IAB Europe update emphasizes the importance of practical skill-building alongside certification programs.

Equally important is cultivating adaptability. Consumer habits are shifting faster than ever, influenced by streaming, privacy changes, and platform fragmentation. PwC’s Global Entertainment & Media Outlook 2025–2029 forecasts that ad spend will continue to migrate toward digital-first environments, with notable growth in CTV and programmatic audio. These shifts make adaptability a non-negotiable skill for traders who want to stay ahead of the curve. 

The Way Forward

The programmatic skills gap is not an abstract problem but a daily barrier to growth for brands and agencies alike. Closing it will require investment in people, a culture of experimentation, and strategic partnerships that align with long-term business goals. At Voise Tech, we believe the next-gen trader is not just a media buyer, but a storyteller, analyst, and innovator rolled into one.