Programmatic buying will be available to all, in about a decade. The refinement of channels is a key trend to watch. Long-tail pricing for real-time inventory is already available for the largest ad traders.
Along with its eponymous New York stock exchange, Nasdaq Inc. powers more than 80 transactional markets around the world. Now, its blockchain technology powers a startup advertising exchange called the New York Interactive Ad Exchange (NYIAX), which plans eventually to create a market where digital media inventory could be bought and sold like stock on an exchange.