Editor’s note: INMA’s European Media Conference in Budapest, Hungary, explored what media executives need to know now to put transformation into practice. This video is one in a series showcasing the most important messages from the conference.

Programmatic advertising is a requirement for news media companies today, according to Wayne Morgan, digital director at Archant.

“We’ve been trying to sell display advertising the old way. Doesn’t work. And the new way, which is programmic, does work. So I think it would be much more sensible to sell the product that works. It’s hard to find any real disadvantages at this stage.”

Nervous to start? Don’t be:

“The moment they run that first campaign ... it’ll just click,” Morgan says. “And it'll be so obvious. If you do nothing, nothing will happen. So I think the only thing to do is have a go at it.”