- Our Blog
In previous articles, we navigated the digital display advertising “stack,” starting with direct orders, programmatic direct, private marketplaces and the open RTB (real-time bidding) auction. Since writing that series, a new ad technology known as “header bidding” has grown in adoption by publishers.
…-time bidding (RTB) technology enters the picture as the underlying infrastructure and delivery mechanism. In this article, we will explore private marketplaces and “Deal ID” technology, examine the benefits and drawbacks, and how this method of media buying fits into the larger landscape. How Private Marketplace Technology Works According…