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Publishers have long held the line against so-called “programmatic” ad-buying technologies for fear they would drive down the price of ads.

But that’s changed. Now that 85% of online advertisers are buying ads this way, publishers are increasingly following suit.

A new IAB study, conducted in conjunction with the Winterberry Group released today found that 72% of publishers now participate in programmatic, closely following the vast majority of advertisers that do the same. And, within the next two years, the number of participating publishers is expected to increase to 83%.

Continue reading at AdAge.com