Unlocking the value of programmatic ads
Jo Bowman
The increasingly automated world of online advertising sales is an opportunity to boost efficiency, and will not necessarily lead to rock-bottom rates as many publishers fear. That was one of the main insights from the AOP Autumn Conference, an event organised by the Association of Online Publishers and held in London in October 2013.
Programmatic buying – or the purchasing of online display ads through demand-side platforms (DSPs) – includes real-time bidding, and applies to Facebook Ads and the Google Display Network. It is also gaining popularity among advertisers and media agencies,...