• Forbes, Friday, July 25, 2014 3:42 PM

Forbes has posted a “primer on the progression of programmatic media, from search to TV,” walking readers through the “spectrum of programmatic attributes that marketers need to understand,” including pricing, inventory, insertion and data.

“The market will continue to move quickly -- programmatic buying is a very natural and necessary part of the digital media business,” Forbes writes “But it will take time to see programmatic become the de facto buying process across all media types.”

The articles notes how search arrived as a “natively programmatic platform” in the 1990s before display came in the 2000s. It says digital video has gone programmatic in the 2010s and predicts TV advertising will move toward a programmatic future in the 2020s (while acknowledging that debate has already begun).

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