Commentary
Programmatic Direct As 'Interesting Compromise': A Talk With Yieldex's Tom Shields
- by Skip Brand , July 2, 2013
Tom Shields, the co-founder and chief strategy officer of Yieldex, is concerned about the huge misconception many in our industry have regarding programmatic. “Many people still assume
programmatic equals RTB,” Shields notes. Of course, it doesn’t. There is another side of programmatic, he says: “The process of automating the sale …
