private marketplace

Programmatic can be a mixed bag for Black-owned media companies. Some are compromising with programmatic guaranteed, which is like a digitized version of an insertion order.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AVOD FTW When people think of Amazon video assets, it’s Amazon Prime, Twitch and Fire TV. But IMDb TV, formerly Freedive, has quietly become an important piece of Amazon’s video strategy, and may even be a golden goose of its own someday, VideoWeek reports. […]

Radio giant iHeartMedia launched a private marketplace on Wednesday specifically for podcasts. It’s a bid to woo more advertisers to the medium with multiple targeting options and familiar buying tools. The PMP was built using technology iHeart acquired through its purchase of programmatic podcast and analytics platform Voxnest in October. There are three primary deal […]

In recent years, buyers have flocked to private marketplaces to avoid the fraud, hidden fees and low-quality ads they saw in the open marketplace. Agencies created a network of auction-based private auctions to protect their clients from these threats. Now the trend is reversing. As the open marketplace’s performance and safety has improved, the value […]

On Jan. 1, 2019, Hulu will release an automated private marketplace that will allow advertisers to bid on Hulu inventory without going through the additional steps of working with Hulu’s sales team. Instead, advertisers can use their own DSPs or trading desks to plug into the marketplace. The PMP will initially house standard 30-second spots, […]

Ad buyers are turning to a tool called curated marketplaces to get more reach for their private marketplaces. Curated marketplaces let buyers set up a group deal ID across several publishers based on likeminded attributes. Supply side platform SpotX first developed them in 2015, and they’re gaining more traction with buyers. Of the 65% of its […]

While private marketplaces (PMPs) and preferred deals are predicted to outpace open exchange buys by 2018, their rate of adoption has been inconsistent – especially when it comes to video advertising. Some ad buyers have avoided PMPs out of concerns over reach, leaving some publishers twisting in the wind to accurately forecast their fill rate. […]

There are lots of private marketplaces for mobile inventory out there. On Tuesday, Adsquare launched a PMP for mobile data. Supply-side players like PubMatic, Rubicon Project and Adform already allow buyers to bid on inventory in a private deal. “We’re enabling data owners to decide who can make use of their data,” said Adsquare CEO […]

Spotify was a bit late to programmatic, but now it’s raring to go. “2015 was the year we started opening up, which was huge for us, and 2016 is the year we’re going to be fully open,” said Spotify CRO Jeff Levick. “We’re going to keep expanding and investing heavily in the programmatic channel.” In […]

Private marketplaces (PMP) might be great for quality assurance and brand specificities, but sometimes sacrifice scale and audience discovery. Also, they’re tough to set up. In response to those challenges, video ad server and supply-side platform SpotX on Wednesday made a new variation of the private exchange called Curated Marketplaces generally available. Typically, a PMP […]

Jewelry and flower brands who briefly ramp up ad spend for Valentine’s Day love their private marketplaces. In early February, they set up private marketplaces with publishers who can provide the right audience and context. They test which sites yield conversions in the weeks before Cupid’s holiday and dial up the spend the final week […]

Centro launched a private marketplace within its ad exchange on Tuesday. Although Centro Brand Exchange was already an exclusive, invitation-only auction house, the private marketplace enables advertisers to purchase premium inventory in unique formats, such as 300×600, and in places that had previously been unavailable, such as on homepages. It also allows selected trading desks […]

Much like the waves programmatic private marketplaces have made domestically of late, more European broadcasters are considering these deals for the “brand safety” they promise marketers and the perception of control over CPMs they provide. London-headquartered Videoplaza, which was founded in 2007, is going after this very trend. Its sell-side ad-serving and management platform Karbon […]

UK-based news outlet The Guardian is accelerating its programmatic ad offerings with the creation of a private video marketplace powered by Adap.tv. For the most part, The Guardian plans to aim the video marketplace to best capture incremental value around content such as tent-pole events like the World Cup and the upcoming Olympics. “When experiencing […]

SpotXchange, a video-marketplace operator focused on the supply side, is the latest private marketplace provider to add Deal ID functions to its offerings. Deal IDs, still mostly associated with general display, are an attempt to make exchange buying friendlier to publishers that want to set reserved inventory aside for specific buyers (or categories of marketers). […]

Martini Media, the online ad network focused on targeting young “affluent” audiences for the past four years, is broadening its offerings to the programmatic side. Martini’s move reflects a number of factors reshaping the online ad landscape, but the shift is not without pitfalls. For one thing, the ad network model in general is under […]