With publishers and advertisers embracing increasingly sophisticated software to buy and sell advertising on an automated basis, the advertising agency trading desks "are going to have look at how they provide value to marketers," says Richard Joyce Senior Analyst at Forrester. Joyce, who is the primary analyst covering programmatic advertising, joined the big research firm from Accuen, OMG's agency trading desk.
He says that the pricing model, based on commission-based percentage of media, needs to to some sort of performance or services basis.
We spoke with him for "The Road to DMEXCO," a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
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