I have been talking about this for a while now and I'm frankly surprised that it has taken us this long to come up with a solution. That said, it is better late than never - Time Inc., the largest magazine publisher in the US and owner of People, Time, Sports Illustrated and InStyle magazines, is letting marketers buy print ads programmatically. I think programmatic is an optimal way to fill inventory, especially if you break up your audience by age. This way, your 65-year-old mom's issue of Time magazine might have different ads than the one your 35-year-old sister receives. Using programmatic, will also allow publishers to guarantee the editorial context of where the ad will appear in print. An advertiser can define which content topics they want their ads to appear with, and the ads will display alongside the editorial content of that topic. There is also another benefit to doing this - automated marketplaces eliminate the human salesperson, so publishers can focus on the content