• by Tyler Loechner , Staff Writer @mp_tyler, November 18, 2013

That's according to Andrew Casale, VP of strategy at Casale Media. Speaking on a panel exploring transparency in the programmatic space at OMMA RTB in Chicago, Casale noted that all major publishers have implemented a programmatic strategy, meaning a direct relationship between publisher and ad network is nothing more than a bonus now.

"The notion of an ad network having a direct relationship with a publisher outside of an exchange -- we are leaving that," he said. As exchange-based trading becomes the norm, Casale reasons networks are becoming "additional demand."