The coming year could see private marketplaces (PMPs) to become more prevalent.
Given that walled gardens are in an overdominant position, publishers need to find a way to lower their dependence on them. In doing so, the demand for header bidding and trusted ad tech vendors will increase.
As stronger partnerships with ad tech vendors are forged to handle inventory, greater advertiser demand will cause publishers’ CPM yields to increase. With more such partnerships, publishers could either become mini-walled gardens themselves or be those that rely on third-party ad tech support.
Further, publishers can choose trusted demand partners to bid on their inventory using private marketplaces (PMPs) and programmatic deals. Also, publishers can offer first-party data, real-time insights, and create evergreen content to attract advertisers looking for brand-safe inventory outside of walled gardens.
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[4 minute read]