During beta, an Earth Day newsletter gave the trading desk at eEffective an idea for a solar client.
“We got it in front of our media planning team, and the client jumped on board,” said Nate Carter, managing director of eEffective. “It gives us the opportunity to centralize not just inventory, but a psychographic or a specific event.”
Early on, Kantar Media realized it needed to interview publishers to gain additional information for buyers.
“We want to get deeper into the publisher’s story,” Srinivasan said. When it can, it adds information about the priority assigned to the package and details about a publisher’s first-party data.
For publishers, inclusion in the newsletter offers more potential buyers in a rapidly growing segment.
“Private marketplace inventory is such an important line item to publishers right now, and all the major publishers are trying to figure out how to grow that line item,” Srinivasan said.