How Are Publishers Getting Programmatic Wrong?

By: Lucia Moses | Digiday

For publishers, having a programmatic sales strategy is no longer a question of whether it’s something they should do but how they should go about it. According to a MagnaGlobal forecast, nearly 90 percent of U.S. advertising will be bought programmatically by 2017, up from about 50 percent this year. But acceptance is only the first step. More hard work lies ahead.

Here, then, are four common ways that publishers are holding themselves back if not sabotaging themselves when it comes to growing their programmatic revenue.