Premium Publishers Give Private Marketplaces Another Look

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. As Hearst Digital Media’s CRO Kristine Welker put it, a private marketplace means “we can monetize our inventory more efficiently.” Hearst opened its exchange in Q4 2012. In that period, its private business accounted for 19 percent of revenue from all the ads it sells through real-time biddable exchanges, open and private, per supply-side platform PubMatic, which manages the marketplaces of Hearst, Business Insider, Rodale and Scripps. While Hearst manages access to its premium audience through the exchange, other publishers put a velvet rope around their most choice content. “The inventory we’re seeing is premium inventory that the publisher would have sold on a direct basis,” said PubMatic CEO Rajeev Goel. Sources say NBCNews.com is selling homepage ads through private marketplaces, and tags on the site suggest PubMatic is managing that inventory (Goel wouldn’t confirm). Akin to private exchanges are private-order systems that plug orders directly into a programmatic platform to process direct sales. Supply-side platform... Continue reading at 'AdWeek'

[ AdWeek | 2013-04-01 00:00:00 UTC ]
News tagged with: #brian lesser #ad buying

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How digital publishers are engaging the next generation

Dan Seaman, vp, product, Viafoura Despite attempts to change how media produces news content over the years, only some of these experiments have produced lasting outcomes. When publishers shifted from print to digital, they mostly retained the storytelling formats and content based on print... Continue reading at Digiday

[ Digiday | 2024-06-11 13:58:51 UTC ]
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Publishers’ newest workforce diversity reports reveal mixed results in efforts to diversify newsrooms

The latest versions of annual reports on workforce demographics from Gannett, NPR and The New York Times (as well as Condé Nast, Hearst and Vox) show mixed results in companies’ efforts to diversify their newsrooms. Continue reading at Digiday

[ Digiday | 2024-06-10 04:01:00 UTC ]
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Rights Edition Interview: Agent Urpu Strellman, Back to Publishing

With Helsinki Literary Agency selling up to 150 books yearly, its former CEO, Urpu Strellman, heads for her publishing roots at Art House. The post Rights Edition Interview: Agent Urpu Strellman, Back to Publishing appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives

[ Publishing Perspectives | 2024-06-07 17:49:17 UTC ]
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Publishers Sue Google over Pirate Sites

Cengage, Elsevier, Macmillan Learning, and McGraw Hill have filed a lawsuit accusing Google of promoting unauthorized copies of their textbooks by allowing pirate sites to continue to run ads even after receiving thousands of takedown requests. Continue reading at Publishers Weekly

[ Publishers Weekly | 2024-06-06 04:00:00 UTC ]
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Major Publishers Sue Google Over Ads for Pirated Ebooks

Elsevier, Cengage Learning, Macmillan Learning, and McGraw Hill charge that Google has 'caused immeasurable harm' by advertising pirated content. The post Major Publishers Sue Google Over Ads for Pirated Ebooks appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives

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A Pioneering Queer Novelist, Reiussed by an Unlikely Publisher

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Tech news site Gizmodo sold for third time in 8 years as European publisher Keleops looks to expand

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Publishers Celebrate James Baldwin Centennial with Reissues

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Authors, Publishers Sign PEN America Letter Protesting New South Carolina School Book Rules

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Research Briefing: Publisher events and influencer partnerships offer key brand marketing opportunities

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UK: Jude Gates Leads the Publishers Association’s Sustainability Task Force

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Will Human-AI Partnerships Make Publishing Workers More Innovative?

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The Rundown: How Amazon is wooing publishers to bolster its $50 billion ad business

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A24 Partners with Mack on Its Publishing Program

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2 top Penguin Random House editors leaving amid ongoing changes at publishing house

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Penguin Random House Dismisses Two of Its Top Publishers

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[ The New York Times | 2024-05-20 22:16:53 UTC ]
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