The current programmatic market is large and still growing rapidly, even after five years of impressive gains. It has largely been built off non-guaranteed or “remnant” inventory that publishers have put into real-time marketplaces, where buyers can use data to bid on what they want, and buy as much or as little inventory as they need at any time.
It’s a real marketplace, with shifts in demand and supply happening all the time. This model has worked great for the buy side and many tech vendors, while many publishers would argue that this new innovation has been neutral if not negative for their business. However, I think we are on the cusp of a major change that will greatly benefit publishers. Let me explain.
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