by AdExchanger //
“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by James Curran, CEO and co-founder atSTAQ.
Advertisers have amassed huge first-party audiences in their data management platforms (DMP) and through third-party data partners integrated with their media-buying technologies.
This has allowed advertisers to accurately cherry-pick their audiences on publisher sites in real time. Publishers are forced to open their sites to advertisers who will have their way with them.
DMPs haven’t been as valuable for publishers, who use them more like a catalog of historical audience information, unattached to the actual buying and selling process. If advertisers want to buy an audience, publishers look up past volume rates, put a deal together and cross their fingers that the makegoods aren’t too extreme.