For video advertisers and publishers, the advantages of programmatic video are clear. The ability to automate buying, evaluate impressions by their individual worth, and use data far beyond the scope of traditional buying gives players on both sides a critical competitive advantage.
But when it comes to premium inventory (the most high-quality, valuable video inventory on the market), some publishers hesitate to sell through an open marketplace. In an open marketplace, prices are difficult to control, and sometimes the highest bidder isn’t a good match for a publisher’s premium inventory.
That’s where private marketplaces come in. Private marketplaces are invitation-only exchanges where publishers can sell premium inventory to select buyers, at agreed-upon prices, powered by programmatic technology.
In this infographic, we explain how private marketplaces benefit advertisers and publishers:
By Leon Siotis, Senior Director, Client & Publisher Development at BrightRoll.
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