COLOGNE — Many top-tier publishers used to be skeptical about the so-called “programmatic” advertising trading technology. Time was, “programmatic” meant selling off unsold inventory for pocket change in real-time.<\/p>\n

But things are changing, according to one boss of a programmatic ad tech platform.<\/p>\n

“We\u2019ve seen premium publishers start to launch private marketplaces” says SpotX CEO Mike Shehan. “We\u2019ve seen some of these private marketplaces are actually garnering CPMs that are 25% higher in some cases than their direct sales.”<\/p>\n

And ad buyers are often happy to pay those higher\u00a0rates, Shehan\u00a0adds, saying he thinks the sector has reached a “tipping point” of acceptance.<\/p>\n

SpotX, now\u00a0partly owned by German broadcaster group\u00a0RTL, has just inked a partnership with the group’s ad sales house which will see it create a marketplace for unsold ad inventory.<\/p>\n

 <\/p>\n

This video is part of a series about programmatic video presented by SpotX. \u00a0For more videos from the series, please visit this page<\/a>.\u00a0<\/i><\/p>\n

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COLOGNE — Many top-tier publishers used to be skeptical about the so-called “programmatic” advertising trading technology. Time was, “programmatic” meant selling off unsold inventory for pocket change in real-time. But things are changing, according to one boss of a programmatic ad tech platform. “We\u2019ve seen premium publishers start to launch private marketplaces” says SpotX CEO […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5404,5387],"tags":[5265,3211,3750,5384,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35350"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35350"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35350\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35350"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35350"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35350"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}