The Programmatic Primer: Programmatic and Pork Bellies
This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.
I've been involved in some furious debates in my career but none generated as much heat as the one that ignited after I gave a speech at the Interactive Advertising Bureau conference in 2008, when I warned publishers that advertising networks were commoditizing digital advertising. Don't treat your assets like pork bellies, I declared.