Programmatic has changed how digital advertising is bought and sold -- and it continues to evolve. For all the automation that exists, certain advertisers want to buy inventory on certain websites, but through programmatic channels. Publishers are eager to maintain their buyer relationships, and so companies like Rubicon Project developed the Private Marketplace (PMP) concept to create a win-win scenario for buyers and sellers. Ashley Wheeler (pictured), Vice President, Seller Accounts at Rubicon Project helps explain why PMPs came to be, the impact of header bidding and how PMPs relate to Programmatic Guaranteed (PG).
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