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Private Marketplace

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Flexing Your Programmatic Video Muscles

As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…

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Let the Right Ones In: Evaluating Header Partners

Viva la header revolution! Header tags have been a blessing for virtually every player in digital advertising. As publishers note a boom in CPMs, advertisers are finally getting better ideas of available inventory and getting smarter about valuation. Header tags have given new life to display and video private exchanges…

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