If there was one group you’d think might express skepticism, even hope, that the march to ad exchanged-traded media would slow, it would be ad sellers for digital media companies. They seem mostly resigned to the idea, or even happy that it might free them up to sell more high-priced packages.
Digiday partnered with SellerCrowd, a Q&A site that’s attracted 3,500 sellers from digital media companies across the industry, to poll its users on this question: “Will the amount of inventory going to ad exchanges and networks in 2012: 1. increase; 2. decrease; 3. stay the same.” The results weren’t very close. Out of 161 votes, 73 percent said increase, 16 percent decrease and 11 percent stay the same.
That’s the general feeling across the industry on the buy side, too. The VivaKi Nerve Center, which serves as the hub of its programmatic buying capability, has mushroomed from five people in 2008 to 215 today. It now has ad-exchange buying operations in 10 markets worldwide. Digiday will run a Q&A with VivaKi Nerve Center chief Curt Hecht later today.
More in Media
Media Briefing: Step by step, publishers are building toward an agent-led ad business
Agentic AI-driven media trading could wipe out a lot of the problems caused by its programmatic predecessor. Namely, ad tech middlemen.
In Graphic Detail: How AI search is changing publisher visibility
AI platforms like ChatGPT and Google AI Mode are driving more search activity. Some publishers are gaining visibility — but not traffic.
AI royalties for small and midsize publishers: collective licensing’s next big play
Don’t credit OpenAI’s ChatGPT, credit corporate LLMs – enterprise RAG is what’s creating royalty revenue for publishers.