Embracing programmatic sales tools can allow publishers to jump ahead of the competition. Here are a few considerations to keep in mind as you build out your programmatic strategy.
Programmatic has been one of the hot topics of discussion for the last couple of years and will likely continue to be as wider adoption exposes new challenges. We’ve come a long way. Once, the advertising industry equated programmatic with low-quality supply threatening the high CPMs publishers commanded using direct sales. Today, with the emerging ecosystem of private marketplaces and programmatic direct, programmatic is poised to become a universal sales tool that both publishers and advertisers embrace. However, we’re still in the infancy of accepting programmatic as the underlying technology that will enable publishers and advertisers to benefit from faster transactions across all channels and mediums.