Programmatic advertising has become a necessity for publishers who can harness ever-more data to target audiences and, thanks to online ad serving, can deliver ads in real time. After a prolonged period of adjustment, publishers are finally beginning to understand how they can benefit from this era of automation. However, questions remain. Just how disruptive will this technology be in the long-term? And how should publishers maintain transparency in the exchange market? Digiday will convene established and emerging publishers to explore the varying approaches to programmatic and how to overcome its challenges.