The Four Types of Marketplaces Available for Programmatic Media Buys | Training Takeaways | All MKC Content | ANA

The Four Types of Marketplaces Available for Programmatic Media Buys

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Erin Yasgar identifies four types of marketplaces through which programmatic media can be purchased. These insights are drawn from her ANA on-demand training course "Harnessing the Power of Programmatic."

The Four Types of Marketplaces

In open marketplaces, all buyers are offering real-time bids in an auction to compete for the same inventory. There is no guarantee you'll get media with the specific publishers you desire to work with. These types of marketplaces also offer buyers the most extensive reach and the lowest CPMs, though the buys will need to be monitored for fraud and viewability.

In invitation-only private marketplaces, the inventory is likewise unreserved and auctioned off to the highest bidder, but there are fewer bidders. Such a marketplace, for example, might make its inventory available specifically for a set of luxury brands. These marketplaces offer more opportunity to create contextually relevant audiences but higher CPMs.

Another type of private marketplace is unreserved fixed-rate marketplaces. Here, sellers offer buyers fixed pricing on inventory. As above, these marketplaces offer more opportunity to create contextually relevant audiences but higher CPMs.

There are also automated guaranteed marketplaces in which inventory is reserved for you and the pricing is fixed — however, that pricing represents the highest CPMs likely to be found in any of the marketplace types. Additionally, it can be challenging to achieve scale with such marketplaces.

The above represents just a morsel from the banquet of insights and best practices available in ANA's on-demand training course "Harnessing the Power of Programmatic."

TO LEARN MORE ABOUT THE COURSE AND REGISTER, CLICK HERE

Source

"Harnessing the Power of Programmatic." Erin Yasgar, global team lead, marketer and agency strategy at Prohaska Consulting. ANA On-Demand Training Course.

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