"Finding more efficient and automated ways to target consumers online and improve digital media planning and buying has become the holy grail for many in the ad industry. This computer-based, data-driven model, dubbed programmatic trading, has been a big growth area. Many publishers say that the automation helps them quickly, and cheaply, understand their readers. However, there is now an argument that it is being overused; just because it’s available doesn’t mean the technology should be used on every platform. The fear is that programmatic could be having a negative impact on news publishers, as inventory is treated as part of a commodity audience buy, and driving down prices," Campaign reports.