Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces (PMPs). Here’s what’s behind the trend:
What will change now: Momentum is building toward a more transparent—and therefore, more efficient—programmatic ecosystem. Publishers, which have historically been incentivized to make their inventory available through as many supply paths as possible to boost revenues, will start to see demand dry up if they don’t fall in line.
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