The Financial Times thinks the programmatic time is nigh for cost-per-hour as Red Bull, Credit Suisse and more commit to attention metric

Sooner rather than later brands will be able to buy time-based ads programmatically on the Financial Times as it looks to scale the “minority sport” that has already wooed the likes of Red Bull and IBM.
It’s an inevitable step in the publisher’s attempts to fully realise a metric it believes could account for half of its media inventory someday. From three campaigns bought this way at launch in 2014, to 21 the following year and 16 already this year, momentum is building