Since the first banner ad was served in 1994, digital media has been on a steady course of evolution.
In the past 15 years, the ways in which digital media has been bought, sold and measured changed at a reasonable pace, making it fairly easy for advertisers and publishers to keep up with the latest trends. However, the last six years, specifically, have seen a rapid shift in the digital media ecosystem.
New technology-based solutions have continued to propagate in an effort to provide buyers and sellers with more efficient and effective ways to buy digital media, and the explosive growth of the Internet has provided publishers with an unprecedented amount of ad inventory.
To manage the massive scale of this digital adverting jungle, new technologies are now easing the process of buying and selling advertising through automation or, as it’s termed today, programmatic.