IAB Europe-Xandr roll out media guide

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 04, 2021, 5:06 PM GMT+0

Xandr and IAB Europe's latest industry report acts as a guide for building an efficient programmatic supply solution with curated marketplaces.

The report highlights the opportunities and challenges in curated marketplaces and how buyers can solve complex challenges in the existing programmatic scenario. The report revealed 32% of media buyers said differentiation from the competition is their primary objective, while 30% of respondents want to improve transparency in the ecosystem.

The majority of media buyers intend to use first-party data. Curated marketplaces let media buyers package exchange inventory from multiple sellers into PMPs so that traders cab access publisher first-party data at scale.

Xandr's Product Manager James Bird said, "Curated marketplaces represent a significant leap forward for programmatic advertising…." Bird added that curated marketplaces allow buyers to control the SSP while also allowing them to manage their "own bespoke marketplaces" actively.

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