The future of private marketplaces in 2015
Barry Lowenthal, President of The Media Kitchen,
announced in a recent AdExchanger article
that he believes 2015 will be the year of the digital private marketplace. At face value, it’s easy to see why. Marketers can buy impressions from safe brands and target specific audiences. Amid
all the concerns of blind RTB
, buyers are looking for smarter buys and publishers are allocating higher quality inventory to this channel. Further,
provide security and can better guarantee that ads will not appear on fraudulent sites. They also offer one-to-one relationships, and it may raise some interesting discussions about the evolution of open auction RTB in 2015.
Private marketplaces offer major benefits to publishers as well. They can monetize their inventory better and charge higher prices than they can on a blind exchange. In 2015, we may see more publishers working with technology platforms to fuel their own private exchanges. For example, Rubicon Project, operator of one of the industry’s largest independent real-time trading platforms, announced in August that it’s creating a global advertising exchange for Future plc. This global exchange will include inventory on the group’s media brands including Tech Radar, PC Gamer, and Total Film. Centro also just launched a private marketplace within its ad exchange and plans to enable one-to-one transactions between publishers and buyers by the end of 2014.
Will we see more publishers opting for this model in 2015? It’s likely. Earlier this year at the BrightRoll Video Summit in New York, Tod Sacerdoti, founder and CEO of programmatic video ad platform BrightRoll, said that BrightRoll has seen 50% of the top 50 publishers engage in private marketplace deals.