New research from The Boston Consulting Group (BCG) finds that publishers that fully embrace the fast-growing programmatic opportunity benefit from measured revenue gains and a stronger long-term market position.
BCG recently completed a global study among 25 publishers across a range of segments to understand more about how programmatic contributes to a publisher’s bottom line.
Findings revealed that best-in-class publishers who leverage programmatic strategically outperform the market, driving a high share of programmatic sales while increasing overall CPMs. They use technology effectively to operate more efficiently and to increase revenues and margins.
You may also want to read the IAB Europe Road to Programmatic White Paper which is aimed at helping brand advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration.