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Is 'Programmatic Upfront' An Oxymoron?
- Advertising Age, Friday, October 11, 2013 10:25 AM
Advertising Age on Friday posted an article written by Bill Wise, CEO of Mediaocean, saying that programmatic "upfronts" make "a lot" of sense for online ads — but that's just the short answer.
The article continued: "Long answer? It depends on three questions: Is digital scarce? Can publishers clearly define the 'premium' inventory
they're offering through these automated systems? And is programmatic ready to grow up?"
Read the rest of the article at Advertising Age.
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.