• by Mark Walsh , November 4, 2013

What is premium, anyway? That’s a fitting question for a panel at the OMMA Premium conference to address. “Premium” is a dangerous term because because it simply refers to a price point, or paying more for something in general terms, according to Veronika Ward, east cost regional director, digital at OMD. In the age of programmatic trading, Jenna Gino, VP programmatic media director, Allifperf, Havas says premium has become associated more with high-demand inventory rather than necessarily being tied to price. And Barry Lowenthal, president of the Media Kitchen underscores the ambiguity of the term by pointing out that many people would say porn is the most premium content on the Web. And, by gosh, people have been willing to pay for it.