Industry demands ‘more control’ in programmatic

Industry demands ‘more control’ in programmatic

MediaPost

The entire programmatic ad industry has been headed toward “more control.” It’s why we’ve seen a slew of technologies arise that allow advertisers to buy only in-view ads, it’s why private ad exchanges are rising fast and it’s why “programmatic direct” spend is set to explode in the next 24 months.

But the rapid rise of more controlled environments — programmatic direct platforms, APIs, private exchanges, etc. — is not a death sentence for open RTB exchanges.

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