by AdExchanger // Tuesday, March 19th, 2019 – 12:15 am
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Scott Moore, CEO and co-founder at Ad Lightning.
Media arbitrage – buying ad space at one price, adding something of value and reselling it at a higher price to advertisers – has been ad networks’ business model for years.
However, it’s an artifact of the pre-programmatic era that is no longer adding value to the ecosystem. It is instead a vestigial function in today’s programmatic world – extracting value, sucking out the oxygen and contributing to advertiser mistrust.
Read more here.