Published February 2014
By Michael Sebastian, AdAge
Adding Scale to Programmatic Offering
Time Inc. is expanding its private ad exchange for domestic digital inventory to include its digital properties worldwide, including brands belonging to its U.K. division IPC, like Wallpaper and the music title NME.
It's another sign that publishers are placing greater emphasis on their programmatic ad sales, a source of both revenue and tension for the business.
Programmatic ad technology, which enables marketers to automate ad buying across a range of sites, is expected to account for nearly 25% of all display ad-spending this year and nearly 30% by 2017, according to eMarketer. But many publishers grapple with the idea of programmatic sales, fearing they will cannibalize their direct sales and undermine ad rates.
Read the full article on AdAge.