Private marketplaces, programmatic direct not just fads

Private marketplaces, programmatic direct not just fads

Real-Time Daily

The programmatic ad industry’s “flight to quality” may be overstated — at least at this juncture — with GroupM’s cold shoulder to open real-time bidding (RTB) exchanges being the most common, and perhaps overused, example of a “trend” starter. However, it may not be hackneyed to the point of complete loss of significance — as it shouldn’t. The “demise of open RTB” may not be real, but the rise of more controlled programmatic channels certainly is. Read more…

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