IAB: 72% of publishers use automatic ad buying

Publishers are embracing programmatic ad buying platforms after years of fearing they would erode ad prices, according to an IAB-Winterberry Group study. It found that 85% of online advertisers also use programmatic ad technologies. "As more and more publishers implement these systems, they're seeing that there are additional benefits from participating in the exchange," says Patrick Dolan, IAB's chief operating officer.

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