• Operative's "The Op-Ed", Thursday, January 17, 2013 6:50 PM

What’s the impact of RTB-enabled programmatic buying on the publisher’s direct sales? Pretty mixed, according to Operative's "The Op-Ed."

In a "trends" to prepare for analysis, the sell-side tech company notes that, "some publishers, including AOL and the New York Times suggest that RTB has cannibalized its direct sales revenue. And Federated Media, one of the earliest and largest ad networks,announced plans to lay off their entire direct sales force in order to focus exclusively on programmatic selling.

"To be sure, publishers will need to incorporate programmatic selling into their monetization strategy, and they’ll need to do it soon if they want to capture top-tier brand ad spend."

Read the whole story at Operative's "The Op-Ed" »