DIGITAL
Programmic Ad Buying 101: Exploring The Benefits And Challenges
- Ida Morris
• While open exchanges make up the majority of RTB digital display
dollars, in the next year, marketers are expected to allocate 25% of their
programmatic budgets to private marketplaces.
• The popularity of PMPs is due to the ability to create custom package
prices, utilize relevant targeting segments, and access levels of
transparency not offered with open exchanges.
Can we put a stat about PMPs in here?
Source: eMarketer.