Vlad Stesin, CEO, Optable
Traditional programmatic, the process of holding a 100-millisecond auction between the buyers and sellers of digital media, is wearing thin, but the infrastructure didn’t break overnight. For years now, fragmentation, privacy shifts and signal noise have eroded the programmatic foundation and diminished confidence in how workflows perform. The question is, what is the right infrastructure for the long term?
Before the term signal loss gained popularity, media owners and their advertising partners grew accustomed to “hacking” the programmatic auction to increase the value of their inventory. While those reactions addressed the symptoms, they never solved the root issue.
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