Programmatic has often been characterised as a “race to the bottom” where brands can pick up bargains as eyeballs become available in real-time. In a world far removed from the premium assurances of direct buys, programmatic can mechanise the process, but as it does so, CPMs appear to be going only in one direction.
That is what makes today’s launch of the Premium Publisher Alliance by the Association of Online Publishers (AOP) so interesting. The platform will see the lies of Dennis, Time and Telegraph Media Group, among others, coming together to provide a programmatic space where brands know their names are going to be in safe hands and that the copy they are advertising against is genuinely high quality.
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