Target Takes Programmatic Aim At Premium Video Marketplace

Patrick Reiter, group manager, digital, at Target, told the audience at OMMA Programmatic Display that the company is focused on building a premium video marketplace for programmatic.

The company mainly uses first-party data and some second-party data to inform programmatic trades, he shared. Third-party data, in his opinion, lacks specifics. Reiter said private exchanges allow for more accountability and transparency.

Acknowledging how quickly plans change -- especially in the programmatic world -- Reiter added: “That’s just right now. That will probably change at some point.”



1 comment about "Target Takes Programmatic Aim At Premium Video Marketplace".
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  1. Jason Jedlinski from Twelvefold Media, May 20, 2015 at 11:32 a.m.

    We built an alternative to those third-party "black boxes" Reiter is avoiding. Our SPECTRUM platform cherry-picks relevant inventory off the exchanges, transparently showing what pages and videos we're buying, and why. We focus on the content consumers are reading and watching, versus who a cookie thinks they are, to understand and address mindsets at scale.

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