Smarter ads - how premium publishers can use context to beat the crash

摘要

In our newly minted e-learning course, ad expert Matt O'Neill reminds us of the origins of programmatic, when "ad technology and increased internet speeds made it practical to run real-time auctions for inventory. This increased efficiency and yield, and allowed publishers to bundle their unsold inventory to a secondary market." It also led to a huge disconnect between advertiser and seller, where buyers had little visibility of the ads they were buying.