<p>Not long ago, online advertising was sold in the least digital way — with paper contracts. </p> <p>Getting an ad from its initial creation to placement on a website involved a lot of back and forth between advertisers and publishers or publishers’ ad management firms — with requests for proposals, detailed media plans, and price negotiations. </p> <p>Now, most ads are sold in <a href="https://www.adthrive.com/what-is-programmatic-advertising/">real-time auctions</a> that mak