By Jessica Davies

It may still only account for a small proportion of the majority of brands’ total media spend, but advertisers are increasingly viewing programmatic as the future for all media trading. This method of automated trading is essential if advertisers are to keep pace with the myriad of routes to content that consumers can now enjoy online and via mobile devices – trading billions of advertising impressions to the right audience, at the right time, for the right price is just not possible manually.

Of course this supply and demand dynamic, so different from the TV market where inventory remains more scarce, Read full story ›

Source: The Drum