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
Publishers are juggling several balls as they try to establish a trick that will conjure up the answer to the online financial model conundrum. Angela Haggerty of The Drum takes a look at how programmatic trading could prove the solution
Publishers are juggling several balls as they try to establish a trick that will conjure up the answer to the online financial model conundrum. Angela Haggerty of The Drum takes a look at how programmatic trading could prove the solution
