Automatic ad buying is coming to every corner of the advertising world, says Jay Sears, the Rubicon Project's senior vice president of development. The technology for adopting it at a large scale is already in place and major shops such as Interpublic Group's Magna Global are making promises to automate as much as half of their entire media buys. "Automation will envelop anything that can be treated at scale," Sears says.

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