If you want to hear some smart commentary and a broad overview of the programmatic landscape check out this video from OpenX Demand Fusion SSP.
I particularly like two comments.
PROGRAMMATIC SOPHISTICATION
The time of Programmatic Sophistication is upon us.
A view of the world where Programmatic 1.0 was synonymous with real time bidding (RTB) and the industry attempt at attaining scale. Â That period lasted from 2008 to about the end of 2013. Â Programmatic 2.0 is the evolution and sophistication of programmatic media with diversified buying models and more ad types available.
DEMAND STACK
A view from the supply side of the demand stack.
With my experience originating on the demand side I think about the ways that supply is organized – supply side platforms (SSPs), ad exchanges, yield optimization tools and publisher direct buys. Â The supply side thinks about demand, and this is a smart way to look at the demand stack that publishers competing for.
You can view the entire OpenX Demand Fusion SSP webinar below. You’ll want to focus in on minutes 1:45 – 7:00 for related commentary.
