Clients often call me looking for quick wins and asking what levers we can pull to increase revenue from our programmatic ads. Everyone loves quick wins and short-term gains, but it’s arguably more important to play the long game and ensure a comprehensive programmatic ad strategy is in place.

Programmatic spending continues to grow even as larger publishers try to diversify away from ad revenue. Is this a sign that some publishers are worried that programmatic favors advertisers over publishers?