The Future of Programmatic: A Publisher Perspective
In our most recent Publisher Survey Operative found that 81% of publishers are leveraging Programmatic Advertising – from open exchanges to private auctions. But just because programmatic is widespread doesn’t necessarily mean that it’s working well. In fact, Operative found that programmatic is rife with serious problems.
Publishers report low CPMs and heavy manual labor, making today’s programmatic business not very profitable or even very efficient for most publishers.