By Michael Bürgi

Can open-exchange or open marketplace programmatic ever overcome its reputation as a muddled and confusing source of low-quality inventory that can land a media buyer’s client in the wrong place? Is its main attraction simply the fact that its cost-per-reach is much lower than private marketplaces (PMPs) that often lack the scale one can get on the open market?

Or, is there a middle way, as a few sources described, of “auction packages” that represent a blend of both options? Digiday surveyed several programmatic experts at holding companies and independent agencies to find out more about how to get around some of open-exchange programmatic’s problems and why PMPs aren’t always the answer.

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Source:: Digiday

Author: Aaron