AdExchanger: Who Wins And Loses As Brands Flee The Long Tail?

Will Doherty on stage

As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will be transacted through private marketplaces and direct deals by 2019.

“Brands want to use platforms to have direct, one-to-one commercial relationships with publishers,” said Will Doherty, VP of business development at Index Exchange. “They no longer have to be disintermediated.”

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