What does the supply chain look like when agents are the primary transactors?

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  What is the future of programmatic advertising?

  Oct · 5 min read

  What is the future of programmatic advertising? The structural future of programmatic advertising is two agents transacting: a buyer agent and a publisher agent, with a neutral marketplace governing…

  • What is the future of programmatic advertising?
  • What does the supply chain look like when agents are the primary transactors?
  • Which parts of the current infrastructure survive?
  • What are the conditions for this future to arrive?