"I remember one of my bosses telling me that a sign of a strong practitioner is the ability to 'eyeball' an ad unit on a site and instinctively know what a good rate should be."
"As the programmatic wave swept across the industry, many who brokered direct deals were replaced by hands-on-keyboard platform operators. Individual publisher knowledge and a sharp eye for value once ruled, platform expertise became king."
"Today the industry is poised for another evolution. As third-party identifiers continue to degrade and media buying becomes increasingly fragmented, we're entering an era that echoes the past but with new complexities."
"It's this blend of partner management, data literacy, and tech-savviness that will define the next generation of media practitioners."
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