This article Originally Appeared On AdExchanger. Read more here
The effects of a matured ecosystem are clear: Open marketplace media buys are much more secure and transparent than they were in the early days. We’re a few months into the new year and preparing to say goodbye to private auctions. Seems to be the talk of the town. But within this chatter, I’ve noticed a concerning game of telephone at play. The term private auction is being confused with private marketplace.
“Let’s be clear: Private marketplaces (PMPs) are far from being in decline or diminished in importance.”