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AdAge: The Programmatic ‘Upfront’: Isn’t That Oxymoronic?

October 08, 2013

A Different Kind of Scarcity Than We’re Used to From TV, Scarcity Nonetheless

By: Bill Wise
 
Published: 

 

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?

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