More top publishers are opting into programmatic ad networks to sell premium advertising.
Varick Media Management recently signed deals with Time Inc., News Corp., American Media Inc. and Wenner Media and will help them sell ad units that feature photography, videos and other types of media for their websites.
"There still is a large segment of the market that views programmatic as the remnant stuff," said VMM vp of product strategy Jim Caruso. "But it can be used as a holistic part of your strategy."
Currently, real-time bidding programmatic rules the market, making up $9.25
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