How media companies can capitalize on programmatic buying in the fast-evolving sales of digital advertising is the focus of a new report released today by INMA. 

To access the INMA programmatic buying report:

• INMA members: The report is free to you if you are an INMA member on September 11, 2014, and may be accessed by clicking here (password required). 

• Non-members: Click here for information on the report and purchasing it online.

“Programmatic Advertising Opportunities for News Publishers” provides context on programmatic advertising sales, the market opportunities for news publishers, the local advertising landscape for programmatic, and where this space is going next. Programmatic sales will represent the majority of digital advertising sales by 2019. 

The INMA report looks at: 

• An overview of programmatic advertising, including a history and definitions.

• The market, buyers and sellers of programmatic advertising. 

• How the local advertising landscape is evolving for programmatic buying.

• The improvements needed and future of programmatic buying.

“Programmatic Advertising Opportunities for News Publishers” is augmented by case studies from leading news media companies worldwide.

The INMA report’s main author is Matt Prohaska, CEO and principal of Prohaska Consulting, which offers strategy and tactics for publishers, advertising technology companies, agencies, brands and investors in the field of programmatic advertising. He was the first programmatic advertising director of The New York Times, which closed more programmatic direct campaigns than any other publisher in the world during his tenure. 

“This report is a fantastic primer for executives trying to get their arms around programmatic buying at media companies, and it is an excellent benchmark document for those intimately involved,” said Earl J. Wilkinson, executive director and CEO of INMA. “It is a complicated subject made easier by this new INMA report.”

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