AdAge: The Programmatic ‘Upfront’: Isn’t That Oxymoronic?
A Different Kind of Scarcity Than We’re Used to From TV, Scarcity Nonetheless
With AOL‘s programmatic “upfronts” behind us, now is a good time to step back and consider how much sense an upfront market for online ads actually makes.
The short answer? A lot.
Long answer? It depends on three questions: Is digital scarce? Can publishers clearly define the “premium” inventory they’re offering through these automated systems? And is programmatic ready to grow up?