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.”