Much has been written about the disruption taking place in the media industry as a result of the web and the atomization of content, but less has been said about how the advertising business — on which most of the media industry continues to rely — has been going through its own disruption. One of the seismic shifts that has been upending business models is the one that Twitter is trying to capitalize on with its API: namely, the increasing move towards “programmatic” or automated ad buying, as opposed to the traditional human-driven ad game.

This is about more than just some tinkering with the machinery that underlies the content we consume. As Felix Salmon notes in a post at Reuters, virtually every media entity — from behemoths like the New York Times(s nyt) to the smallest independent online player — is being forced to reinvent how they…

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