The digital media landscape is changing rapidly. Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression.

To put this into context, AT&T purchased 105 billion impressions in 2011, according to research from ComScore. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more.

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. In reality, the change is far bigger. [Read more…]