Programmatic pricing's valleys and peaks, like in every other kind of ad sales, are driven by demand and a host of other often unforeseeable factors affecting different audiences and consumer segments.
The general trend, however, is up.
"We've seen a very consistent gradual price increase in the overall price of everything," said Bill Guild, vp of marketing at programmatic marketing company ChoiceStream. "There are more bidders entering the marketplace, also more premium content being placed. More valuable content being put into the marketplace means prices go up."
Guild said ChoiceStream is also seeing more branding campaigns in its exchange.
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