With eMarketer forecasting US programmatic ad spend to hit $20 billion next year, getting to grips with its inner-workings is set to carry clear benefits.
Advertisers appear to be on board with buying inventory in real time and their automation budgets are set to reflect as much.
But according to Andrew Buckman, MD EMEA at major ad tech player OpenX, the diversity of the programmatic market is still sending publishers on a learning curve.
PerformanceIN caught up with Andrew to gain insights on the issues surrounding programmatic and the exchange’s plans for the future.