Press Room

INMA releases new report on programmatic advertising opportunities for news publishers

11 September 2014

DALLAS (11 September 2014) – How media companies can capitalize on programmatic buying in the fast-evolving sales of digital advertising is the focus of a new report released today by the International News Media Association (INMA).

“Programmatic Advertising Opportunities for News Publishers” provides context on programmatic advertising sales, the market opportunities for news publishers, the local advertising landscape for programmatic, and where this space is going next. Programmatic sales will represent the majority of digital advertising sales by 2017.

The INMA report looks at:

  • An overview of programmatic advertising, including a history and definitions.
  • The market, buyers and sellers of programmatic advertising.
  • How the local advertising landscape is evolving for programmatic buying.
  • The improvements needed and future of programmatic buying.

“Programmatic Advertising Opportunities for News Publishers” is augmented by case studies from leading news media companies worldwide.

The INMA report’s author is Matt Prohaska, CEO and principal of Prohaska Consulting, which offers strategy and tactics for publishers, advertising technology companies, agencies, brands and investors in the field of programmatic advertising. He was the first programmatic advertising director of The New York Times, which closed more programmatic direct campaigns than any other publisher in the world during his tenure.

“This report is a fantastic primer for executives trying to get their arms around programmatic buying at media companies, and it is an excellent benchmark document for those intimately involved,” said Earl J. Wilkinson, executive director and CEO of INMA. “It is a complicated subject made easier by this new INMA report.”

INMA ( is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment. The INMA community consists of 6,800+ executives at 600+ news media companies in 80+ countries. Headquartered in Dallas, INMA has offices in Antwerp, New Delhi, San Salvador, and São Paulo.

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