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The Future of Online Advertising – Private Marketplaces Versus Open Exchanges

October 10, 2019

According to eMarketer’s recent report, US advertisers are set to spend close to $16 billion dollars on digital display ads bought in real-time on private marketplaces (PMPs) by 2021, according to the latest forecast from eMarketer. The analysis also predicts that the dollars spent via PMPs will overtake that of open exchanges next year.

Programmatic offers different ways to purchase inventory – either through a private marketplace or an open exchange.

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