Jon Schulz, CMO at Viant, the ad tech and content (MySpace) company recently acquired by Time Inc., promises "a series of announcements" at the company's quarterly earnings session, on May 5.

Media properties have vainly tried to compete with what they know how to do: Produce "content." But "content," no matter how flashy, is increasingly irrelevant in today's mobile-driven, programmatic advertising world.

We checked out Brave, the new Web browser that works both as an ad blocker and as a competitive ad seller and has about 1,200 newspapers up in arms.

It's becoming clearer than ever that mostly mobile applications like Snapchat are the future of programmatic advertising.