Everything about
Private Marketplaces

Since programmatic sales entered the video space a little over nine years ago, the market has continuously evolved. Originally, “programmatic” was all about the open marketplace, with scale and price...
For years, we’ve joked that brands don’t care how the digital advertising sausage is made. Their modus operandi seemed along the lines of: Let the agencies and publishers deal with the frustrating...
Header bidding is a way for publishers to solicit real-time bids from a multitude of programmatic partners on each and every piece of inventory by using the page header within a site's source code....
When we split up the types of publishers out there in digital, we tend to group them broadly. You have your pubs originally from the traditional newspaper/magazine space, those that came out of...
If you’re working on executing a preferred deal in the programmatic market, there’s a pretty strong chance a Deal ID will play a big part in making it happen. Without Deal IDs, it’s hard to imagine...
In this addendum to his three-part series on private marketplaces (read parts I, II and III), Will Rand explains the quirky workings of GroupM's PMP deals that require 100% viewable inventory.First,...
Read Part I here and Part II here.So you want to set up a PMP. The conversation typically goes like this:1. The Advertiser reaches out to a supply partner and says it wants to set up a PMP....
Read Part I of this series here.There's an old saying: If you take someone's money, you have to do what they say.The big five agency holding companies control a significant portion of the world's...
The fact that publisher revenues are under siege from a number of sources isn’t exactly news. Users are abandoning desktop in droves, continuing the progression from print dollars to digital...
Look upon the pages of AdMonsters.com to see the woe mobile monetization has caused publishers. With 2016 likely marking the close of the mobile interstitial age, pubs are frantically searching for...
 Possibly the biggest reason header bidding is such a game-changer is because it gives demand sources insight into more—if not all—of a publisher’s inventory. This enables buyers to better...
Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the...
“Is header bidding a hack?”This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged...
The combination of private marketplace deals and a native ad strategy together sounds like a clear winner for publishers. It’s the digital media equivalent of a Scrabble double word score, or...
While it once seemed the domain of the demand side, publishers are increasingly feeling more empowered when it comes to programmatic channels – in their wallets as well as their minds.Recent...
Here at AdMonsters, we often think of ourselves as the TMZ of the digital advertising world. No, we don’t stealthily follow around the digital directors of media companies to catch them in...
Yield strategists… Are they actually sorcerers? Because bringing together a slew of seemingly disparate revenue channels while also breaking them into functional units in order to optimize revenue...
When they first hit the scene, private marketplaces were heralded as a promising next step in the evolution of programmatic: a way for buyers and sellers to transact efficiently in a trusted and...
Every major election cycle in the U.S. brings with it a volcanic eruption of media. With the presidential primaries popping off all around us, you don't need to be reminded of the sheer urgency with...
The rough waters never seem to give way for Yahoo. Along with rumors of investor unrest and overall dissatisfaction with CEO Marissa Mayer, Big Y kicked off the year as the poster child for bad...
When it comes to media, video is a near universal medium. It’s the foundation of television, the hottest thing on desktop web and an emerging star on smartphones and tablets. And video is video is...
Triad Retail Media’s Leigh Anne Pederson will guide you on a journey to the heart of PMPs. Along the way, she will weigh the pros and cons of foundational, contextual, behavior-based PMPs and outline...
Match every impression with the channel likely to garner the most revenue – seems like the stuff of operational daydreams, but I’m not going to tell you to snap out of it. Such dynamic inventory...
I feel like I've been eating, breathing and sleeping programmatic video over the past year. But have no complaints as this has to be one of the most exciting areas in advertising technology. Oh, you...
At a Publisher Forum several years ago, I distinctly remember the collective groan emitted when the topic of programmatic and video came up.The last thing anyone wanted to do was put their incredibly...
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