[tc_contributor_byline slug=”roger-williams”]

The recent flurry of ad-tech acquisition deals clearly demonstrates that the industry is shifting its focus to developing solutions that support premium inventory. While all the attention has traditionally been around solving for RTB and the programmatic trading of low-value, non-guaranteed inventory, things are changing.

Today, it’s about going where the money is, and that means bringing equilibrium with the shift to premium. There’s a huge opportunity right now to take non-digital spend into digital, with the right technology to support brand advertising on premiuminventory.

And just what is at stake? Advertisers will spend nearly $600 billion globally this year, and only $170.5 billion of that in digital (eMarketer). The majority will be brand-focused; the real opportunity is tapping into this spend.

In digital, Brands are in search of safe, brand-friendly environments where they’re associated with other high-quality brands, not simply direct-response advertisers; premiuminventory provides exactly this…