Premium Programmatic is a hot concept, and it’s catching on. The ad industry’s top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too.
Instead of open exchanges where low-quality advertisers compete for low-quality Web inventory, a more selective programmatic landscape is growing up. The private marketplaces are where top brands are putting more of their dollars. Private programmatic will be a nearly $8.6 billion industry by 2016.
What the private exchanges are allowing is for brands and publishers to set up direct relationships—just like the old days—while embracing the technology that delivers digital ads in nanoseconds and targets campaigns to individual Web users.
To see how big private marketplaces are becoming, just look at Google—this area of its business doubled in the past year.
There are some big advantages to private marketplaces but also major limitations yet to overcome. If you’re going to play in this area, here are seven crucial pointers every tech-driven advertiser should know.
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