Programmatic salaries have risen 12% in 2025. Here’s how to attract top sellers in the new future of work.
The programmatic ecosystem is evolving faster than ever. AI-driven optimisation, data-rich targeting, and an increasingly automated supply chain have reshaped what it means to be a high-performing seller in adtech. As a result, programmatic sales salaries have surged by an estimated 12% in 2025, reflecting both a skills shortage and rising expectations of what a modern seller can deliver.
But salary inflation is only part of the story.
We are entering a new era of work, one where the best revenue generators blend technical fluency, strategic thinking, and consultative selling. Companies that adapt will attract top performers. Those that don’t will struggle to compete, even with higher pay.
Here’s what’s driving the shift and how employers can stand out.
Automation has increased the value of human Strategy
Programmatic platforms are becoming more automated, not less. AI handles optimisation, pacing, audience selection, and workflow. But this hasn’t replaced the seller, it has elevated their role.
Today’s top programmatic sellers are:
-
Translators between tech and marketers
-
Consultants guiding clients through complex measurement, identity, and attribution challenges
-
Strategic partners shaping campaign architecture, not just order-takers
As automation handles execution, strategic human capability becomes more valuable and salaries rise accordingly.
Top Sellers want to work where they can drive impact
High performers no longer choose roles based solely on compensation. They choose environments where they can:
-
Influence go-to-market strategy
-
Sell products they believe in
-
Access cutting-edge tools and data
-
Work autonomously and flexibly
-
See a clear path to growth
In other words: the Future of Work rewards empowerment, not micromanagement.
Companies that cling to rigid structures or outdated KPIs will lose top talent, regardless of base salary.
Remote & Hybrid Work has globalised the talent market
Sellers once limited to London, New York, or Sydney can now join fast-growth companies anywhere in the world. This dynamic pushes salaries upward and forces employers to rethink what makes a role attractive.
To win top talent, employers must offer:
-
Trust-based hybrid or remote models
-
Performance metrics based on outcomes, not desk time
-
Clear expectations and well-designed enablement
Flexibility is no longer a perk — it’s a competitive advantage.
The Most Attractive Employers Offer More Than Money
If salary rises are the result of market forces, employer value propositions (EVPs) are the solution to talent shortages.
Here’s what top programmatic sellers consistently look for in 2025:
A. Clear Career Acceleration
Sellers want transparent pathways into enterprise accounts, leadership, or commercial strategy roles.
B. Modern Sales Enablement
Success in programmatic now requires:
- Training on DSPs, measurement, and identity
- Strong product marketing support
- Sophisticated sales collateral and data
If a company can’t equip them to win, they won’t stay.
C. A Strong, Differentiated Product Story
Sellers increasingly ask:
“What makes this platform truly different?”
If the answer isn’t compelling, the best sellers won’t sign.
D. A Culture Built on Autonomy & Recognition
Future-focused companies celebrate overachievement, give sellers space to operate, and reward innovation.
Winning the Future Means Rethinking the Recruitment Pitch
To attract top programmatic sellers in a market where salaries are rising and expectations are shifting, companies must rethink how they communicate opportunity.
A compelling recruitment message in 2025 focuses on:
🔹 Mission
Why does your product matter in a post-cookie, AI-driven world?
🔹 Momentum
How fast are you growing? Who are your flagship clients?
🔹 Mastery
How will you upskill, enable, and elevate your sellers?
🔹 Meaningful Earning Potential
Not just salary – clear, transparent, and achievable performance upside.
Final Thought: The Future of Work Has Raised the Bar
A 12% rise in programmatic salaries isn’t simply a cost trend, it’s a signal.
It tells us that the value of elite programmatic sellers is increasing, and the companies that win will be the ones who evolve their culture, flexibility, product positioning, and career development models to match the expectations of the next generation of talent.
The future of work in adtech is here, and it’s reshaping the talent landscape.
