
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

Podcast companies turn to live events to capture growing advertiser spend
The surge in the number of live podcast events in 2025 reflects a broader shift: advertisers are betting bigger on podcasts — not just as an audio channel but as a full-fledged creator economy play.

Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers
After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline.

How Vogue could navigate potential industry headwinds as Anna Wintour — who agency execs say made ad dollars flow — brings on new edit lead
Anna Wintour’s successor at Vogue will have to overcome the myriad of challenges facing fashion media and the digital publishing ecosystem.