Digital Publishers Resisting Programmatic
“There are definitely people who are trying to talk us out of [automated buying],” Dave Martin, svp of media at digital agency Ignited, told Adweek on the topic of whether or not digital publishers are resisting the industry shift to programmatic trading.
Martin added, “It’s because the [premium] margins are better. They will tell you the quality is too low or it’s not brand-safe. The truth is, those problems have been solved for a year or more. The inventory I can access through any of these programmatic companies, it’s actually very high [quality]. I can actually overlay my own data. I don’t think they’re deliberately trying to mislead anyone. They’re still drinking the Kool-Aid.”