"As more and more publishers implement these systems, they're
seeing that there are additional benefits from participating in the
exchange," said IAB exec VP and COO Patrick Dolan in an interview.
"It's definitely an industry trend," he said. "It's a way people
While perhaps not surprising, the numbers show that many
publishers have moved past their initial reticence around selling
programmatic. Offering inventory via mechanized and real-time tech
platforms was seen by many as a sure way to commoditize their
inventory, but the walls have slowly come down over time.
The New York Times, for instance,
recently hired its first "programmatic advertising director."
News Corp and Turner have made peace with programmatic by
private exchanges. And even so-called "programmatic opponents"
such as Gawker and USA Today have changed their
tune, wading into programmatic waters after declaring a desire
to operate outside of the ecosystem.
This much is true: programmatic ad spending is growing fast,
albeit from a very low base. According to eMarketer, it is expected to increase by
73.9% this year and 35.8% next. And programmatic is growing so fast
that eMarketer just had to revise its numbers up to their current
level due to larger than expected demand.
Publishers are starting to understand that being
programmatic-savvy is now a key to their business. No longer
afraid, they're positioning themselves to compete in a changing