Varick Says Private Marketplaces On The Up-And-Up

Varick Media Management says it is seeing “significant growth in the use of private marketplace and programmatic direct buying,” evidenced through the 30-plus publishers that are now using its private marketplace product, First Class.

“Before 2014, we were working with very few publishers directly,” a company representative claimed.

The rep said VMM added 10 publishers in January of this year, but the real growth is expected in the coming months. The company expects to have around 60 publishers using its private marketplace tech by the end of the year.

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