“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
“Overall, the programmatic business is very strong, but we continue to see a transition of some clients moving toward a more traditional agency pass-through solution from our performance- based bundled solution.”— Phil Angelastro, 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