What was the buzz around the office last week? More good news about Google's ad blocker, curated marketplaces are booming, and how blockchain technology could combat ad fraud.
What was the buzz around the office last week? Improving the quality of private marketplaces, The New York Times creates custom flex units, and what will happen with net neutrality.
Private marketplaces (PMPs) have had a place in programmatic advertising for quite some time. Both advertisers and publishers enjoy PMPs because of their custom benefits and transparency opportunities. As ad tech evolves, PMPs need to evolve as well. Automating the share of information between supply-side platforms and DSPs could improve the quality of PMPs, AdExchanger explains more.
What was the buzz around the office last week? How publishers can serve quality inventory, Snapchat takes a big hit, and Facebook allows publishers to monetize.
With publishers moving towards private marketplaces, there is a shortage of quality supply within ad tech. To create better inventory, there are a number of things publishers can do to self-regulate. First, publishers can adhere to ads.txt get rid of bad actors and domain spoofing. Publishers can also react to video inventory, while it’s low in supply it’s what users want to consume. AdExchanger explains how striking the right balance between time and platform is the best interest of both publishers and advertisers.
Since its debut in the programmatic stratosphere, private marketplaces (PMP) have been all the craze. Allowing publishers more control over their inventory and giving buyers the option to purchase premium inventory not available on open exchanges; this multi-billion dollar a year sector in programmatic advertising is only expected to grow. As profitable as they may be, choosing the right PMP can be a bit of a challenge. Have no fear, we have you covered with this helpful breakdown on PMPs and choosing the best one for your campaign goals.