Publishers need to face the data challenge to benefit from programmatic trading

Publishers need to face the data challenge to benefit from programmatic trading

In economics, one of the key requirements for an efficient market place is the availability of perfect information, which needs to be timely, complete and available to all agents, so that products and services can be priced in an optimum way.

Looking at these requirements, I believe the advertising market is very good at providing two of these three elements in its current state. Programmatic advertising has enabled the market to access more information much faster than ever before and many agents in the advertising market have radically changed the way they use data to make better decisions. Read more…

Leave a Reply

Your email address will not be published. Required fields are marked *