"[E]ven if 'straight guy between ages of 18 and 55 who plays games on his phone' does fit your profile for 'Game of War,' it shouldn't take three months to figure out that I'm never going to click through, no matter how many times you show me Kate Upton," writes Advertising Age in a commentary on viewability, ripping buyers and sellers alike for "arguing over something so basic" while other important components of advertising -- such as targeting, tracking and strategy and content -- are falling by the wayside.

AdExchanger has reported that publicly traded video ad network YuMe will launch a demand-side platform (DSP) "sometime in the second quarter."

Mumbrella has reported that two Publicis agencies -- Starcom MediaVest Group and ZenithOptimedia -- have come together to integrate "their programmatic trading capabilities with Starcom's CEO claiming it will provide more transparency to the process."

Shares of LinkedIn dropped over 20% on Friday, and the International Business Times has reported that the shift toward programmatic - particularly in Europe - was blamed as part of the reason why.