Writing for
AdExchanger's Sell Sider, Rachel Parkin, senior vice president of strategy and sales at CafeMedia, says the benefits of private marketplaces (PMPs) are clear given the rise of
header bidding. She says that with a PMP-first approach, advertisers lean toward maximizing PMP volume before utilizing the open market. She writes: "In essence, it means choosing relationships over
technology.... PMPs provide the safety net of knowing exactly who you’re dealing with, and the benefits of this are twofold. Advertisers get the certainty that they are actually buying
impressions where they want – and not from someone masquerading as that site. In addition, they have the ability to pick up the phone and (gasp!) call an actual human on the publisher side."
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