A new report from the International News Media Association (INMA) demonstrates how media companies can capitalise on programmatic buying in the fast-evolving sales of digital advertising.
Programmatic Advertising Opportunities for News Publishers provides context on programmatic advertising sales, the market opportunities for news publishers, the local advertising landscape for programmatic, and where this space is going next. Programmatic sales will represent the majority of digital advertising sales by 2017.
The report examines an overview of programmatic advertising, including a history and definitions; the market, buyers and sellers of programmatic advertising; how the local advertising landscape is evolving for programmatic buying and the improvements needed and future of programmatic buying.
INMA says the report is augmented by case studies from leading news media companies worldwide.