Major talking points this week involved the continued uncertainty around the transition to a viewability standard, the absolute certainty around the growth in spending expected across the programmatic landscape, and what publishers are going to have to be ready for to be successful going forward.

  • Outside Voices: Online Ad Viewability Not Ready For Prime-Time (Wall Street Journal) – Meanwhile, Ziff Davis CEO Vivek Shah wants to make sure that the steps to move to viewability aren’t taken in haste. Click through to see what Shah sees as standing in the way of the transition to what he calls a “goal which we need to remember is without precedent in the entire media landscape.”
  • Programmatic: A Rising Tide (AdExchanger) – Find out what Rare Crowds’ CEO Eric Picard sees as the future of programmatic, and what publishers will need to be prepared for going forward.
  • How Tribune Publishing is evolving its programmatic approach (Digiday) – New CEO Jack Griffin is pushing to increase the publishing company’s dependence on digital revenue, and programmatic selling is a major part of that concept. Programmatic is leading to sales changes and even new business relationships for the publicly-traded newspaper company.

From:: Viewability and growth major parts of ad tech scene right now

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