The future of publishing ‘a programmatic bonus’ on top of the real ads

September 15, 2016 2:09

The rise of programmatic buying will see publishers treating banner ads and other algorithm-driven advertising as nothing more than a bonus on top of the branded the content they create, Carousel Publisher Robyn Foyster has warned.

Speaking at the Mumbrella Publish conference panel on the future of publishing, Foyster said publishers were seeing rapidly diminishing returns for handing over their inventory to programmatic media buyers.

She said display would be a very small part of the future.

“Often display is a bonus, we have seen what’s happening with programmatic coming on board,” Foyster said.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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