The future is programmatic, Web marketers say

11/15/2012 | New York Times (tiered subscription model), The

Programmatic buying is changing the balance of power between Web publishers and advertisers, experts say. Marketers are increasingly focused on tracking consumers across the Web rather than buying up space on specific sites, with programmatic bidding now accounting for about 10% of all online display advertising. "It's allowing advertisers to assign value to media rather than publishers," explains Ben Winkler, chief digital officer at OMD.

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New York Times (tiered subscription model), The

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