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    Kellogg's, Ford Embrace Programmatic Buys: Assert They Are 'Premium,' Not Remnant KOHLER, WISC. – Programmatic-buying of online display ad inventory has developed a reputation for being a way for performance or direct response oriented advertisers to buy cheap, “remnant” inventory that might otherwise go unsold, but the practice

    How to apply real-time benefits to premium ads Over the past few years, buyers of online display advertising have been witness to an ever-widening gap between the way "premium" and "remnant" advertising is purchased. On the premium side, the process is characterized by high levels of interaction with

    Ad Exchanges See a Premium-Level Future Ad exchanges started with remnant spots to achieve scale, said Bill Wise, general manager for Right Media, Yahoo's exchange. "We are going through the same evolution as eBay to move into premium," he said. Right Media handles both premium and non-premium

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