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By Justin Pearse | Managing Director, The Drum Works

October 28, 2015 | 2 min read

The third episode of Everything You Need to Know - About Programmatic looks at how private marketplaces (PMPs) operate in today’s programmatic world.

PMPs are how publishers are increasingly releasing inventory to different buyers. They give agencies and advertisers first refusal of inventory, or exclusive access to premium formats.

The rise of private market places has done much to change the reputation of programmatic and sell it as an effective, brand-sensitive way of trading, rather than simply an efficient way of getting rid of remnant, poor quality inventory.

This episode explains how PMPs operate and the benefits for publishers and advertisers.

It also analyses the potential impact of the programmatic forward market. The lastest evolution of programmatic allows advertisers to reserve inventory on an upfront basis in the same way they do currently for traditional TV.

Everything You Need to Know - About Programmatic, in association with The Trade Desk, is the first in a new EYNTK series designed to help viewers quickly get up to speed with some of the most important issues in today’s marketing industry.

EYNTK is designed to offer people a way to find out everything they need to know about each crucial subject in one short film, something they can watch in the back of a taxi on the way to their next crucial meeting on the subject.

That’s why each episode is filmed in the back of a London black cab.

The fourth episode of Everything You Need to Know - About Programmatic, available at a dedicated hub on Thedrum.com, from 11 November, covers optimisation.

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Other episodes in the series

Episode 1

Everything you need to know about: Programmatic

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. First up is programmatic trading.

Episode 2

Everything You Need to Know - Episode Two: Programmatic video

The second episode of Everything You Need to Know - About Programmatic examines its impact on video advertising.

Episode 4

Programmatic Optimisation | Everything You Need to Know

The fourth episode of Everything You Need to Know - About Programmatic examines how programmatic lets brands optimise campaigns for their exact audience.

Episode 5

Everything you need to know about programmatic industry education: dispelling the myths and misconceptions

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. In this instalment, we examine the need to educate the industry when it comes to programmatic.

Episode 6

Everything You Need to Know - Episode six: the agency of the future

The sixth and final episode of Everything You Need to Know - About Programmatic, in association with The Trade Desk, explores how programmatic is shaping the agency of the future.

Episode 7

EYNTK 2.0: Increasing user engagement with multi-channel technologies

In this episode The Trade Desk’s solutions architect EMEA, Urszula Etheridge explains how marketers can increase user engagement with the use of multichannel technologies, make ads more relevant and achieve customer marketing at scale.

Episode 8

Everything You Need To Know: Programmatic 2.0 Delivering the true value in advertising

Advertisers have access to all the data they need today, to determine the best an efficient way to run their next campaign. According to The Trade Desk’s account director, Anna Murdock, what they need to do first is define which metrics are the correct ones to measure against.

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The Trade Desk

The Trade Desk™ is a global technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimise more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.

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