Many have repeatedly warned of the imminent demise of Facebook - whether as a social media network, media company or ad-tech firm. However, time and again, these naysayers have been proven wrong. Whether you love him or hate him, Mark Zuckerberg continues to steer a company that has become a chameleon in what I call our "neo-media" world.

It's no longer feasible to be a premium online publisher without a programmatic offering. The mistake, however, is an over-reliance on private marketplace or open exchange revenue to be successful. Direct-ad deals sold are your "Tom Brady" -- they march you toward your quarterly goal line. Programmatic is your kicker.

The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.