Programmatic Premium Advertising? What The Heck?

Performance marketing has long been a great testing ground for new marketing approaches and with the advent of mobile, we are seeing that kind of innovation coming back into the industry. There are so many ways to find cost-effective, quality traffic, and just as many ways to convert that traffic into revenues.
A phrase in an interview on AdExchanger caught my eye today, “programmatic premium advertising”:
“The problem with the RTB environment is that it’s a lower funnel, exchange inventory where everyone is bidding on the same inventory and it maxes out at about $1.
When you look at the RTB environment, it isn’t a premium environment. I’m hoping that changes, but when you look at it, it’s mostly long-tail no-name sites. There’s no accountability and no confidence by large brand advertisers that their goals are going to be met.
What we’re looking at is programmatic premium, which creates a frictionless way for brands or the agency to buy inventory a la carte.
How do you define programmatic premium?
What we call programmatic premium means the rate card is established. So people know what the price of the inventory is.”
Much more in the AdExchanger interview with Kargo CEO, Harry Kargman, here.