Gartner Research

The Impact of Programmatic Media on Digital Publishers

Published: 29 May 2013

ID: G00248409

Analyst(s): Andrew Frank

Summary

As automation transforms digital advertising, publishers search for a winning role in the emerging ecosystem.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Advertisers' increasing dependency on data to drive media decisions in real time is disrupting publishers' ad sales and operating models
  • Real-time digital advertising marketplaces, once viewed as backwaters of remnant inventories, are attracting higher-quality buyers and sellers at premium price points
  • Previously distinct classes of digital ad sales and operations software are converging on a unified approach using data to optimize ad revenue and performance

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