I am a huge fan of Flite and its CEO, Will Price, due to the company's ability to add what is really needed for premium programmatic to take "Flite," which is content and context. In the past, publishers created economic value by aggregating audiences around a certain demographic or context. Price says that RTB is changing all of this. "RTB is allowing marketers to shift from audiences that are aggregated by context, i.e. publisher domain, to synthetically stitching together an audience across thousands of publishers," explains Price.