Selling Private (Ad) Inventory
As advertisers seek an alternative to audience and inventory fragmentation across multiple partners and sources, private marketplaces are projected to grow. Increasingly, there are solutions and platforms looking to capitalize on the trend.
bRealTime (the programmatic media division of digital media holding company CPXi), for example, recently announced the availability of premium quality inventory through Private Marketplace (PMP) Packages that will be made available to demand-side platforms and certain industry buyers. The offering enables these partners to access customizable inventory segments that align with relevant content and audiences and are built to perform based on specific clients' KPIs.
AppNexus, DoubleClick Ad Exchange (AdX) by Google, Kantar Media, and Mediaocean are among the first to provide access to bRealTime's PMP Packages.
"bRealTime has had tremendous success allowing demand partners full access into our marketplace to compete on an open/RTB exchange basis across our wealth of supply partner inventory," explained general manager of bRealTime, Brian Weigel.
"A natural evolution, and a major 2015 focus of global growth for bRealTime, is the creation of our premium marketplace focused on customizable access to highly qualified content, audiences, and placements to meet the KPI objectives of all programmatic marketers alike -- whether focused on branding or performance. This is done in conjunction with our publisher partners to ensure they are maximizing value from a yield perspective. Today we are proud to announce its arrival and availability."