Publishers face many challenges when it comes to programmatic advertising, but the biggest is still the downward pressure it can place on their ad prices, according to Digiday research.

Digiday polled 185 publishing executives about their biggest concerns regarding programmatic ad selling, and 30 percent highlighted downward pressure on ad pricing as their primary concern. Respondents also pointed to latency problems and a lack of transparency with vendors as other key concerns.

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