#programmatic premium

Premium programmatic streamlines some of the ad placement process because, while it is directly sold and personally negotiated, it is programmatically executed. The opportunity for marketers, says Chip Schenck who joined Meredith as its first VP/Programmatic Sales and Strategy, is to obtain higher value ad inventory. Though he says this depends on “how you define ‘higher value’…This might mean earlier look, higher in the frequency curve, specific inventory, audience enriched, etc. It could mean a better environment versus the open exchange.”