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How Publishers Feel About the Programmatic Revolution
Image Credit  Elvert Barnes Creative Commons license

How Publishers Feel About the Programmatic Revolution

Programmatic buying is hardly a new concept, but 2013 has helped bring it, and real-time bidding, to the forefront of display advertising conversations and strategy.

Sell-side platform, Improve Digital, polled publishers and agency trading desks for their programmatic views. Publishers revealed they favoured an in-house approach and just 22% felt more comfortable with the third-party option.

Agencies meanwhile ranked the quality of publishers attached to a sell-side platform as one of their key considerations. Inventory scale and audience profile data were second and third respectively.

More programmatic buying insights can be seen in the infographic below.

Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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