Frank Addante, Founder & CEO, Rubicon Project delivered the second keynote of the day at ATS London 2012 asking the question, “What is the future of programmatic trading?” He gave an entertaining breakdown of how we’re just “not that brilliant”, as we’ve seen these cycles of adoption before. We’re over-complicating the space with acronym-junkie culture and relationship status is (still) complicated between agencies and publishers. Addante thinks the problem is born of still too many steps in the typical online display media ordering process, with the publisher market too highly fragmented. The solution? Easy and safe access at scale and we should make everything easier by automating all inventory (premium, non-guaranteed and remnant).