COLOGNE — Many top-tier publishers used to be skeptical about the so-called “programmatic” advertising trading technology. Time was, “programmatic” meant selling off unsold inventory for pocket change in real-time.
But things are changing, according to one boss of a programmatic ad tech platform.
“We’ve seen premium publishers start to launch private marketplaces” says SpotX CEO Mike Shehan. “We’ve seen some of these private marketplaces are actually garnering CPMs that are 25% higher in some cases than their direct sales.”
And ad buyers are often happy to pay those higher rates, Shehan adds, saying he thinks the sector has reached a “tipping point” of acceptance.
SpotX, now partly owned by German broadcaster group RTL, has just inked a partnership with the group’s ad sales house which will see it create a marketplace for unsold ad inventory.
This video is part of a series about programmatic video presented by SpotX. For more videos from the series, please visit this page.