Accelerating programmatic buying is redefining the way advertising is bought and sold, according to a WAN-Ifra report.
The report - supported by technology partner RadiumOne - delves into the major challenges, trends and opportunities around programmatic, including:
the power of premium inventory,
how to structure sales efforts,
how to address the threat of fraud,
programmatic sales of native advertising.
Schibsted RTB and programmatic manager Robert Johansson says he believes everything will somehow be connected to programmatic: "And it really doesn't matter if it is pure real-time bidding or programmatic direct.
"Programmatic will be a part of our DNA."
Johansson and Schibsted is featured in the new report entitled 'The impact of programmatic advertising on news publishers'.
Other leading experts share their advice in the report, with case studies including Condé Nast, Telegraaf Media Group, Time Magazine, Expressen, Tribune Publishing, and Metro USA.
Programmatic advertising will also be featured at upcoming WAN-Ifra events including Digital Media Europe in London (April 20-22) and the World Advertising Forum in Washington DC (June 1-3).
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