Anecdotally (by a raise of hands), 60% of those attending INMA’s World Congress in New York City in May work for companies that are doing programmatic advertising.
Matt Prohaska, former programmatic advertising director at The New York Times and author of the INMA strategic report Programmatic Advertising Opportunities for News Publishers, led the panel discussion on this complicated but vital topic:
The current benefits of programmatic, as Prohaska outlines, include:
- Speed of transaction.
- Audience targeting.
- Lower CPMs.
What does the future include? Premium/proprietary ads, Big Data, mobile, and unified ad tech platforms.
The panel included Jeremy Crandall, senior vice president/operations and client services for Adroit Digital; Chris O'Hara, vice president/strategic accounts for Krux Digital; and John Usry, director/digital platforms for DMN Media.
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