Private marketplaces for buying and selling ads are growing in popularity because they afford control, says Mike Shehan, CEO of digital video ad marketplace SpotXchange, in this on-stage dialogue with Joanna O’Connell, Principal Analyst at Forrester Research.
“In a private marketplace we are connecting buyers and sellers in an invite-only marketplace where publishers maintain the control they have and who accessess the inventory,” he says, adding that a private marketplace may be used for exchanging unsold inventory or as a futures market. The benefit of such scenarios is they allow agencies to monitor their valuable trading relationships, adds Tom McMahon of Videology. For more insight into private exchanges and programmatic buying, check out this video.
This segment was taped last month at the Beet.TV executive retreat in Vieques, Puerto Rico.