Programmatic: The risks and rewards

This article predicts a future in which all media inventory is traded programmatically, but warns that the journey to achieve it will be challenging and contested.

Programmatic: The risks and rewards

Rob Norman GroupM

The road to a programmatic future is rocky but the destination is one in which all inventory that can be traded programmatically will be. But there will be risks along the way.

This article is from the 50th anniversary issue of Admap, which looks ahead to .