The trend for ad buyers to move from the open market to private marketplaces has been reversing. Ad buyers moved to private auctions to avoid fears of fraud, hidden fees and poor-quality results in the open market, but moves had now been made to combat fraud. “People are starting to realize that there is a better way than going through these auction sites,” said Mr. O’Toole. Other firms said they would use programmatic guarantees and preferred deals or the open exchange.
The trend for ad buyers to move from the open market to private marketplaces has been reversing. Ad buyers moved to private auctions to avoid fears of fraud, hidden fees and poor-quality results in the open market, but moves had now been made to combat fraud. Private auctions, said Watson Advertising head of programmatic Felix Zeng, were “going the way of the dinosaur.” Other firms said they would use programmatic guarantees and preferred deals or the open exchange.