"Marketer's Note" is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger.
The news last week that the New York Times is opening restrictions on programmatic access to its inventory made a big splash – understandably, given the Times’ fits and starts in this area over the last couple years.
Though it’s easy to pick on the Times for being slow to move in programmatic* (which isn’t necessarily right, by the way – it seems more accurate to say that they moved too early relative to the market, a couple years back, felt they got burned and pulled back as a result), the reality is that this is great news: if the Gray Lady recognizes that this thing called “programmatic” is much more than just real time bidding in an open exchange, but rather a new mode of conducting business transactions and operationalizing some key facets of ad buying and selling, well, who’s left to doubt?
It reminds me of one of my findings from the “State of Programmatic Media” survey we fielded (the results of which we presented at Programmatic I/O, as many of you may recall, and which is currently being turned into a report, as I’ve mentioned before). Specifically, when I asked publisher respondents to rank the benefits of “programmatic selling” from most beneficial to least, they overwhelmingly favored “operational efficiency” and, I was happy to see, “better sell through.”