Writing on the GeoMarketing.com blog, David Kaplan asks whether private marketplaces (PMPs) will spur publishers to adopt geotargeting more widely. Publishers are wary of using geo-data to target ads
for fear of giving up precious first-party data and alienating their audience, but native ad specialist Blis hopes to change doubters' minds. Kaplan reports: "While online ad sales teams at major
publishers have given up their collective resistance to programmatic methods and the operations of real-time ad exchanges, the adoption of geo-data to serve those RTB ads to their audience has been a
bit more challenging. U.K.-based location-centric native ad platform Blis believes its rollout of a private marketplace will help generate more comfort for large publishers who worry about either
depressing or relinquishing control of their crucial first-party audience data by providing greater transparency."
Read the whole story at GeoMarketing »
