Navigating The Modern Ad Serving Stack, Part 3: Private Marketplaces (Deal ID)

by Ratko Vidakovic
In the previous installment of this series, we examined programmatic direct, a method of buying media space directly from publishers in a guaranteed, but automated, manner. This automation removes most of the drudgery of typical direct buys, but still has its own drawbacks for marketers. One of the many tradeoffs involves the locus of control, which still skews heavily towards the publisher.Read the full article