‘Can it be done quickly?’: Publishers find speed essential as ad budgets pop up

Speed is of the essence when ad money appears. Publishers are finding that ad buyers are acting with increased urgency, as they move from set budgets to a more fluid approach in which available money can appear, and also disappear, quickly.

Link de la noticia: 
https://digiday.com/media/were-more-efficient-because-we-have-to-be-publisher-ad...