Old School		New School
Buying Pages	1	Buying Audience
Forward Markets	2	Spot Markets
Sellside Optimizes For Both Advertiser Performance And Publisher Yields	3	Sellside Optimizes For Publisher Yield While Buyside Optimizes For Advertiser Performance
Sellside Aggregates Audience	4	Everyone (Sellside, Buyside, Intermediaries) Aggregates Audience
Technology Is Strategic For The Sellside And Tactical For The Buyside	5	Technology Is Strategic For Everyone
Agencies Work To Foster Internal Collaboration Between Digital And Non-Digital Buyers	6	Agencies Work To Foster Internal Collaboration Between Buyers Of Display And Buyers Of Site Integrations And HPTO's
Buy Instructions And Optimization Instructions Submitted Via Email Phone & Fax	7	Buy Instructions And Optimization Instructions Submitted Via API
Testing Cycles Of 4-12 Weeks For Brand Metrics And Media Performance	8	Testing Cycles Of 4-12 Days For Brand Metrics And Media Performance
Agencies Allocate Dollars Manually Based On Publisher's Reach, Brand Equity And Perceived Value	9	Agencies Allocate Dollars Through Automation, Based On Modeling Of Projected Returns On Ad Spend
Agencies Rely On A/B Testing For Learning	10	Agencies Use Exploratory Data Analysis For Learning, As Well As A/B Testing