• by Joe Mandese  @mp_joemandese, May 16, 2012

That’s what OMMA RTB afternoon warm-up act Ben Fox just suggested.

Fox, who is executive vice president of the Magnify Platform Services unit of Adconion, just suggested.

Not that digital media still is a high-touch, human manpower endeavor, involving phone calls, faxes, and yes, even “fruit baskets,” Fox quipped, “It’s almost like manual-time bidding.”

That’s all going to change, Fox said, as programmatic trading catches on, and as more of the premium inventory seeps into real-time exchanges.

“Today is this world where you’re essentially picking up the phone and negotiating a price. It’s a lot of art and not as much science as you think,” Fox said, adding, “In the world of programmatic buying, everything is basically set up for you from Day One.”