Daily March 23

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The ad industry wants to make a little go a long way when it comes to programmatic advertising. GroupM and The Trade Desk are at the forefront of this shift with recently revived efforts to help advertisers buy more premium ad inventory. Even publishers are getting in on the act. All motivated by the same conclusion: the outlook for advertising in large swathes of the open web isn’t particularly promising so it’s crucial to hive off the parts of it that are. For an industry built on scale, that’s quite the pivot. Read more below.

From our sister site, WorkLife: