Special interest publisher Bonnier have revealed that programmatic ad revenue will surpass traditional.

In March 2016, Bonnier announced that it had hired its first ever director of programmatic, Semande Agosa.

Agosa is joining Bonnier from PubMatic, a marketing automation software company.

In his role as director of programmatic, Agosa will expand programmatic sales and form new partnerships between Bonnier and technology vendors.

Agosa has also stated that he believes programmatic revenue will surpass Bonnier's tradition advertising revenue within the next five years.

Bonnier will be using programmatic technology to identify and target specific users for advertisers.

"Once publishers deliver things like highly viewable ads and highly engageable ads in a way that's immersive and expansive on their sites, I think they shouldn't be devaluing programmatic, but increasing the value on programmatic transactions." said Agosa.