• by Gavin O'Malley , Staff Writer @mp_gavin, May 16, 2012

How and when are publishers going to get over their fears about putting premium inventory onto ad exchanges? Ben Fox, Executive Vice President of Adconion Media Group, says he knows the answer. In the not-too-distant future -- Fox explained during his afternoon keynote at OMMA RTB -- reticent publishers are going to do a "very simple analysis" and compare how much it costs to staff a full sales team versus letting exchanges work their magic. They're going to do the math, smack themselves on the forehead, and "then the floodgates are going to open," Fox promises.