What does programmatic premium got to do with RTB?
Well, not that much really. In our latest piece, we argue programmatic premium is less a revolution and more a set of tools pushing programmatic trading beyond the confines of RTB and into a future where the vast majority of standardized units are bought and sold programmatically. Many of these tools, such as programmatic guaranteed platforms and private exchanges, are being driven by publishers that see the efficiency and opportunity inherent in programmatic but understand publishers must maintain control of their inventory. Doug Weaver, Peter Horan, Seth Levine, Vikram Somaya, Sara Livingston, Bob Arnold and many more industry experts comment on an increasingly automated digital future. Are you part of the programmatic premium push?