The IAB Europe Road to Programmatic White Paper is aimed at helping brand advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration. With a buy-side and sell-side decision tree, the White Paper covers scenarios for decision, data considerations and other strategic considerations including quality, programmatic mobile and video.
http://www.iabeurope.eu/research-and-papers/iab-europe-road-programmatic-white-paper