• by Wayne Friedman , Staff Writer, July 23, 2013

Is "premium" a bad word these days for digital display? Maybe.

Adam Smith, head of media, NA of Essence:  “We need to do a better job articulating the word ‘premium’.

Greg Pomaro, senior vp and executive media director of T3, isn’t bothered by it, saying the industry is littered with different words and their definitions. “You just need to make sure everyone understands what you mean by the word premium -- as long as you underpin it with something.”

Going forward -- on a wish list of what media buyers want from publishers when it comes to premium display --  Ryan McArthur, executive vp of US Interactive Media, says, “I would want transparency” knowing where is the hidden “inventory and placement so we know what we are bidding on.”

John Tuchtenhagen, vp of group director of media of Digitas would like to see more publishers perhaps take more premium inventory private.