• AdExchanger, Friday, October 10, 2014 1:30 PM

“Problems of supply and access have plagued private exchanges even as they grow increasingly popular,” writes AdExchanger. “There are many reasons for this: Those who want to transact privately using programmatic ‘pipes’ may find little to buy. The technology to access them can be finicky. And some advertisers are experiencing sticker shock when they see the difference in CPMs between these new channels and what they once paid in open exchanges.”

AdExchanger cites an anonymous trading desk specialist as saying that private marketplaces are great “in theory,” but the execution is “a laborious process and the technology is still developing.”

The article notes that these are not debilitating challenges and instead calls them "growing pains."

“Despite the hassle, most of those AdExchanger spoke to expect a greater share of inventory to be transacted privately,” the post continues. “As that increases, some of the growing pains should ease.”

Read the whole story at AdExchanger »