INside Performance Marketing
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.

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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 performancein.com

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