Around the Net
Programmatic In China
- ClickZ, Wednesday, March 11, 2015 3:58 PM
Wrapping up a three part series on programmatic advertising in China, ClickZ highlights private marketplaces.
“There has also been some confusion around the term ‘private marketplace,’ especially in China, because some ad-tech companies and trading desks use it to describe a combination of different programmatic models,” writes ClickZ.
“Some trading desks in China also use the word ‘private marketplace/PMP’ to describe a bespoke disclosed trading desk created for a specific brand,” the post continues. “In this case, private market place (PMP) essentially covers ALL the programmatic models from PDB to open exchange. So the word ‘private’ here really means brand bespoke, instead of ‘invitation-only.’”
Parts one and two, which cover “programmatic premium” and “preferred deals” in China, can be found here.
