Once dismissed as a means of filling low-value inventory with remnant ads, programmatic ad sales are now decidedly mainstream, accounting for a growing percentage of digital publishers’ overall transactions.
“It’s a huge part of where digital sales are going,” says Rusty Coats, who heads the Local Media Consortium, which represents 55 media companies and is building an automatic sales platform to serve them.
Digital publishers say programmatic, or automated, ad sales account for roughly 10% to 20% of their transactions, with a mix of traditional deals and other indirect sales accounting for the rest.
But they expect that number to rise as both buyers and sellers embrace the process for providing a more sophisticated way for buyers to reach specific consumers. Read more…