Asda’s ambition to be viewed by brands and media agencies as a publisher akin to the Guardian will see it launch its own private ad exchange in the coming year, but this will not threaten traditional media owners, according to industry experts.
Asda’s senior director of marketing innovation and revenue, Dom Burch, exclusively revealed to The Drum last week, that it is selling unsold ad units programmatically – through Google’s DoubleClick for Publishers (DFP) ad server and Rubicon’s supply-side platform – across its major websites, ahead of launching a private ad exchange to “become a credible publisher”.
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Source: The Drum
Industry News