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»private marketplace

Basic Private Auctions Are ‘Going The Way Of The Dinosaur’ As Programmatic Cleans Up

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... Continue reading »
by Sarah Sluis // January 14th, 2019 //
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Hulu Will Finally Open An Automated PMP – Is It Because It’s Growing Too Fast To Meet Demand?

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,... Continue reading »
by Rae Paoletta // December 12th, 2018 //
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Buyers Conquer The PMP Scale Problem With Curated Marketplaces

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... Continue reading »
by Kelly Liyakasa // April 12th, 2018 //
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In Video, Publisher Guarantees Spur Private Deal Success

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.... Continue reading »
by Kelly Liyakasa // December 2nd, 2016 //
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Adsquare Serves Up PMPs For Mobile Audience Data (Not Ad Space)

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... Continue reading »
by Allison Schiff // September 6th, 2016 //
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For Spotify 2016 Is All About Programmatic

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... Continue reading »
by Allison Schiff // February 11th, 2016 //
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SpotX Hopes 'Curated' Marketplaces Will Solve Video PMP Pain Points

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... Continue reading »
by Kelly Liyakasa // November 25th, 2015 //
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This Valentine’s Day, Give The Advertiser You Love A Private Marketplace

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... Continue reading »
by Sarah Sluis // February 13th, 2015 //
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Centro Adds Private Marketplace To Brand Exchange

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 300x600, and in places that had previously been unavailable, such as on homepages. It also allows selected trading desks... Continue reading »
by Sarah Sluis // September 23rd, 2014 //
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Videoplaza Inks Broadcast Deals In European Private Marketplace Push

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... Continue reading »
by Kelly Liyakasa // June 20th, 2014 //
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