- Initially hesitant to embrace programmatic ads because of fears that they will drive down direct sales, publishers are now embracing the process.
- Major publishers like The New York Times, Meredith, and The Washington Post have appointed executives to oversee programmatic ads as part of their overall ad sales business.
- A big part of each executive's responsibilities is dedicated to training, education, and support for sales teams.
Advertisers and agencies have made it clear to publishers that they want to purchase ads programmatically. Appointing an executive on the sales team to oversee that aspect is a good way to transition into offering programmatic ads. With an executive at the hull, programmatic ads become less of a threat to direct ad sales and more of an ally.