iSOCRATES Glossary of Programmatic Terms

Media Futures

A class of media for sale in a marketplace expected to transact at a set future date for a set future price and volume for a defined audience via a programmatic auction. A futures market for digital media would invite industry players and speculators to bet, through online exchanges, on the future price of media inventory. Ad sellers could lock in sales further out, while buyers could lock in prices on inventory that they expect to become more expensive.


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