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eMarketer forecasts that programmatic advertising will grow to more than $32 billion by 2017. The promise of programmatic for publishers is twofold: to drive efficiency by reducing transaction costs; and to lift sales by increasing demand. Advertisers are also drawn to the cost benefits of automation and the ability to segment and target their ad buys more precisely. Most performance advertising companies have been slow to evolve. In this article Per Pettersen, co-founder and CEO of Impact Radius, explains how programmatic will apply to performance advertising. Read full article.

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