Digiday: Programmatic Buying is Coming to Video

Mike Shehan of SpotXchange explains how the buying model for premium publishers is beginning to flip as more publishers incorporate private exchanges into their buying efforts. According to Mike, private exchanges benefit premium publishers by:

*Acting as another sales channel rather than replacing their direct sales team

*Providing full control over the buying process including selecting advertisers that access inventory, and setting minimum prices and volume on inventory

*Enhancing relationships with advertisers by layering data on the inventory

*Creating more demand and increasing clearing prices as DSPs and trading desks access this inventory

*Taking advantage of spikes in traffic and commanding higher prices in real-time

*Saving on operational expenses by freeing operation teams to focus on more strategic tasks

Take a peek at the full article on Digiday.