Adweek has posted an article highlighting Google’s push to support private marketplaces, and how doing so “is helping brands think about digital advertising" from a programatic point of view.
“Marketers have been reluctant to go full-on programmatic, the automated buying and selling of digital ads, because they want more control over the timing and pricing of their campaigns, and they want more freedom of creativity than the banner ad can provide,” the article explains.
It continues: “Private marketplaces are attracting more brands into the technology-powered ad buying, according to industry watchers. This model, in which Web publishers and buyers set up a special relationship to sell ad space, employs the same technology that delivers ads through open exchanges. However, the marketers aren't forced into auctions to compete for ad space.”