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.
