Advertisers Look for Better Transparency Through Private Programmatic Deals

EMarketer report predicts private marketplace and programmatic direct deals will make up the majority of trading by 2020

Programmatic advertising is no longer a niche segment of the digital market, as four out of five U.S. online display ads are now delivered using ad tech, with the market forecast to top $47.3 billion this year. And by 2020 this will increase to $69 billion.

However, increased demand for transparency means that advertisers are beginning to turn their backs on open trading environments, such as open ad exchanges where real-time bidding (RTB) is used.

Instead, they are beginning to favor marketplaces where they can have better assurances over where their ads will appear by striking deals that can result in trading environments they are more comfortable with.

This can include direct deals between a media buyer and a supply source like an ad exchange or publisher, where they agree on trading a certain amount of inventory–either in terms of monetary value or inventory volume—but algorithms determine the precise media placements, a.k.a.



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