Marketplaces may not be a new concept for digital advertising but they are set to have renewed focus as brands strive for transparency and control over their media spend.
A recent partnership between Dentsu Asia Pacific and Xandr is a prime example of this new approach to marketplaces.
The Denstu Curate marketplace uses Xandr’s technology platform to allow transparent buying by curating supply directly from publishers, consolidating media into a central marketplace and eliminating non-essential pass-throughs in the value chain.
The Drum spoke to Eimear O’Rourke, account director at Xandr, ahead of a discussion about this new approach to programmatic buying Read full story ›
Source: The Drum
Industry News