“To succeed, publishers must leverage PMPs with unique selling propositions that differentiate them in the marketplace and generate advertiser demand, and they must actively market to buyers. Value-adds can include access to publisher first-party data, more granular audience segmentation and targetin…”— Jeff Hirsch, adexchanger.com
“The murkiness of the long tail in terms of brand safety, along with Safari 11 killing cookies after 24 hours, is going to force a contraction of money that’s spent on the long tail. That budget is going to pull back and need to find a place to live.”— Nick Johnson, adexchanger.com
“Turning on PMPs without any information exchange between buyer and seller misses the real advantages that come from a collaboration around the advertiser’s goals and inventory comprising the deal.”— Rachel Parkin, adexchanger.com
“I am not a believer in programmatic. I have seen a lot of things strip power from a publisher. The moment you let go of your direct sales channel data, you can end up in trouble.”— Roy Schwartz, digiday.com
“With header bidding, every impression is auctioned off to all demand partners simultaneously, before the publisher’s ad server is even called. Advertisers not only get to look at every single impression, which wasn’t possible before but also get the first look at every impression, which is like gett…”— Ratko Vidakovic, adprofs.co