Why the Star Tribune Fell for Programmatic
Posted: 4/22/2013 | By: Josh Sternberg | Digiday
Necessity is the mother of invention. With declining ad sales for the last seven years, newspapers — large and small — are forced to find the best ways to squeeze as much revenue from their pages, particularly online where inventory is seemingly infinite. Enter programmatic buying as a way to generate some much needed revenue. Some, like USA Today, drag their feet. Others, like the Star Tribune, embrace it.