Around the Net
Commentary
Battles For Control And The Future Of Programmatic
- iMedia Connection, Friday, April 11, 2014 10:47 AM
iMedia Connection has posted an article spelling out the buyer’s role in shaping programmatic’s future. The post says “buyers want to be in control,” particularly in a real-time bidding (RTB) environment, which is “buyer-centric.”
But the author reasons that publishers are adopting “programmatic direct” technologies to retain some control.
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.