Premium Publishers Give Private Marketplaces Another Look

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By: Tim Peterson | AdWeek

After a burst of initial announcements of private exchanges, followed by a lull in activity, private marketplaces are getting another look by premium publishers as the technology has improved and programmatic buying gains traction.

The aim of the private exchanges is to leverage publishers’ most valuable online ad inventory, typically with a select number of VIP advertisers, that would lose value if sold through open, real-time bidding exchanges.

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