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»private marketplaces

PubMatic’s Audience Encore Makes It Easier To Use Publisher First-Party Data

PubMatic unveiled a product Tuesday called Audience Encore, designed to let ad buyers use a publisher’s first-party data across the entire PubMatic exchange. PubMatic Audience Encore lets publishers set up a private marketplace (deal ID) with buyers that includes their audience data. Buyers can then target the audience segment both on that publisher’s site and… Continue reading »
by Sarah Sluis // March 17th, 2020 //
»
To PMP, Or Not To PMP, That Is The Question

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jason Boshoff, chief operating officer at Bidtellect. If an advertiser’s primary objective is to hit a numeric KPI or a first- or third-party audience to achieve one, does it make sense to pay two to… Continue reading »
by AdExchanger // July 17th, 2019 //
»
Flipboard’s Programmatic Mantra: ‘Make Money, Maintain Quality’

Mobile programmatic is in the seventh-inning stretch: It’s come a long way, but there’s still a lot of work to do, says Rick Welch, head of programmatic advertising at Flipboard. In the three years since Welch joined the mobile news aggregation app from Condé Nast in late 2016, more open exchange-oriented players have hit the… Continue reading »
by Allison Schiff // June 26th, 2019 //
»
CafeMedia Uses Watson AI To Power Context-Driven Private Marketplaces

Food brands that want their ad creative to appear next to recipes for quick and easy dinners, Japanese food or gluten-free meals can buy inventory via CafeMedia’s private marketplaces that fits into those content categories. CafeMedia created those content categories using IBM Watson’s artificial intelligence (AI). Traditionally, companies use content management systems to categorize and… Continue reading »
by Sarah Sluis // June 28th, 2017 //
»
CBC Prioritizes Private Marketplaces

Eyeing a shift to private marketplaces among buyers, Canadian publisher CBC has reordered its tech stack to prioritize its private marketplace over direct deals. Done via an Index Exchange header tag, the move gives CBC’s private marketplace buyers a more favorable setup: the option to look at every user before ad impressions get divvied up… Continue reading »
by Sarah Sluis // October 6th, 2015 //
»
Bonnier Shares Pub-Side Analytics For Private Marketplace Success

The rise of private marketplaces has transferred power to publishers, who can communicate information about fill rates, win rates and floor prices to buyers. “What makes programmatic successful is having insights to communicate to the trading desk,” said Sean Holzman, chief digital revenue officer for Bonnier, publisher of Popular Science, Saveur and Field & Stream,… Continue reading »
by Sarah Sluis // May 20th, 2015 //
»
Behind The Velvet Rope: Private Marketplaces Suffer Growing Pains

There’s a long line outside the club – but once you get past the bouncer, there’s no one to dance with. Problems of supply and access have plagued private exchanges even as they grow increasingly popular. There are many reasons for this: Those who want to transact privately using programmatic “pipes” may find little to… Continue reading »
by Sarah Sluis // October 10th, 2014 //
»
Private Exchange Deal With Google Just A First Step For ‘Reconstituted’ Local Media Consortium

A deal between Google and a collective of 42 local media holding companies could enable private exchange deals spanning some 800 newspapers and 200 broadcasters. The agreement is the first in a series of projects that the so-called Local Media Consortium (LMC) – formerly known as the Yahoo Newspaper Consortium — will bid out to… Continue reading »
by Zach Rodgers // February 25th, 2014 //
»
Turner Digital Does About Face On Programmatic, Rolls Out Private Marketplace

In a striking coincidence, Turner Digital Ad Sales’ launch of its private marketplace  comes a day after former ad chief Walker Jacobs, who regarded programmatic methods suspiciously, joined Clear Channel Outdoor as chief revenue officer and president of sales. In an interview with AdExchanger a year ago, Jacobs, who resigned as EVP, Turner Digital Sales… Continue reading »
by David Kaplan // October 24th, 2013 //
»
 

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