Digital Publishers Are Fighting the Shift to Programmatic

Pushing back against automated buying

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Are digital sellers undermining the move to automated buying? For a long time, online publishers have worried that the shift to programmatic would undercut their premium business. Some have even created their own private exchanges and are compensating salespeople for programmatic sales. The adoption has been uneven, though.

“There are definitely people who are trying to talk us out of [automated buying],” said Dave Martin, svp of media at digital agency Ignited. “It’s because the [premium] margins are better.

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