As the market moves toward more PMP activity, data and environment are playing larger roles in premium publishers’ programmatic campaigns, but premium publishers still expect scale. Thanks to programmatic media buying, advertisers can target a very specific user, and the layering on of data has become a necessity for those buyers.
According to recent findings taken from Theorem’s Fall DigitalPerspectives—our quarterly report that gathers industry insights, trends, and changes from digital agency leaders across the United States—ad technology has emboldened publishers that have their own, first-party data to offer a private marketplace for priority buyers through programmatic platforms.
First-party data empowers buyers with unparalleled insight into users and users’ intent to engage with specific brands. Such targeting enable publishers to continuously segment that audience into premium buckets and thereby make higher-yielding ad placements.
Source: Theorem DigitalPerspectives