Programmatic Buying: The Advertisers Upside and the Publishers Dilemma
Programmatic buying is the not-so-new, technology-based form of ad buying thats changing the game for online advertising. Advertisers have adopted programmatic buying in droves (in the form of RTB or otherwise), because its faster, easier, and more efficient.
Publishers, however, have largely been hesitant to get on board with programmatic buying some for better reasons than others. Heres a look at how programmatic is changing the landscape, and why advertisers and publishers arent always aligned when it comes to programmatic: