Programmatic buying: A guide for the perplexed
Erik Sherman
Once upon a time, someone had a great idea: automate online ad sales. With all those publishers, managing a virtual media buy was insanely time consuming. Get computers to handle the transactions and even help identify the right opportunities, and you could save time.
The concept has become popular. Estimates from ad buyer Magna Global suggest that programmatic ad buying will top $16 billion this year and double again by...