Admittedly, there have been many instances in the past several years, as our industry surges more and more into a digital/tech world, that I’ve been confused. I am again confused with this week’s press that Time Inc. is introducing a programmatic platform (called Rapid Scale) for their weekly print properties and packaged with six distinct audience segments. It’s my recollection that programmatic was born from a pure supply and demand reality. By that I mean, much like television, there is plenty of unsold digital inventory being clicked, viewed and scrolled around the world 24/7 on the web. With time as the culprit, meaning as a program is being viewed or the website read, there is a very clear market for RTB in this media.