Quote: Rubicon Project's Chief Scientist On Defining 'Programmatic'

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richter-define"I don't think the industry has settled on a definition. Programmatic is partially about RTB, partly about doing more automation around the process of buying and selling advertising. Programmatic is a Rorschach test – what does it meant to you? Everyone has a different take based on their business and what their particular technology does. We're trying to draw a big tent around programmatic and make sure that our system supports all the variants of what it will eventually become."

-Neal Richter, speaking with AdExchanger yesterday at the Rubicon Project Summit in NYC.

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