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Publishers Need Programmatic Scout Teams

Publishers Need Programmatic Scout Teams

(By Eric Porres) If you’re staying awake nights worrying that data is hurting the publishing business, here’s some advice: Instead of worrying about the data, go take a look at it. Executed correctly, a programmatic strategy simply expands the demand pool for a publisher’s inventory. Higher demand, higher pricing. Forrester says that as marketers compete for similar audience segments and bid density increases, average CPM prices of exchange impressions will increase from $3.17 to $6.64 by 2017.

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Apr 12, 2013