The Big Story is a breezy podcast featuring a roundtable of AdExchanger editors talking about the biggest stories from the past week. It is available wherever you subscribe to podcasts.
On “The Big Story” this week, the team stirs some alphabet soup.
Rejuvenated after the annual pilgrimage to Las Vegas to worship at the mighty altar of the Consumer Electronics Gods, the AdExchanger editors return to dish on developments within the giant cluster.
In a few words: It’s all iterative.
Certainly that’s not the most scintillating way to describe a show with all the puffery of CES, but as our own Alison Weissbrot points out, there’s a lot of hype around things that’ll take another five years to mature.
But there are still some developments worth noting – namely how the freshly-merged data and creative agencies are approaching CES.
Also on the show, we discuss how publishers are evolving the ways in which they PMP their inventory. On Monday, editor Sarah Sluis wrote a fantastic piece about how traditional private marketplaces are changing as more investment goes to the open exchange.
What a difference from a few years ago, when many ad industry watchers wondered if the open exchange was dying and we’d find ourselves in a world with nothing but PMPs.
To be fair, PMPs themselves aren’t dead – we’ll still likely see growth in programmatic guaranteed or preferred deals. But publishers that offer the same inventory in a PMP and on the open exchange may need to rethink their strategies.
What’s cool about this story is the way it underscores the growing maturation of the programmatic ecosystem and the way many initiatives – such as Ads.txt, supply-path optimization and verification tools – have come together to make the open exchange a much more attractive proposition for buyers.
Listen in for all the deets.
