For traditional publishers, developing and implementing a programmatic approach to ad sales can feel complex and challenging. There is good news though. If a robust digital ad sales practice is already in place many of the key tools needed are already part of your ad infrastructure; you’ll need to layer programmatic technologies into the ad stack, and apply optimization tactics, but the fundamentals are there. Better yet, publishers with well-established ad buyer relationships can look forward to a bump in yield optimization. Even in the “machine driven” world of programmatic nurturing the human connection pays dividends.