• Portada, Friday, June 17, 2016 6:17 AM

Michelle DeVine, programmatic sales manager at Vox Media, told Portada that that a large advertiser expects to put about 90% of political video ad dollars to work in private marketplaces (PMPs) and only 10% into programmatic guaranteed inventory. Programmatic guaranteed inventory, while still bought in a programmatic way, is mostly agreed upon via a direct salesperson. Using PMPs, media buyers usually bid in a real-time auction, which makes the process much more competitive for media properties like Vox.

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