Peering Into the Private Marketplace

It was April 2014, Pharrell Williams’ “Happy” blared through speakers across the world, HBO made the tough decision to renew “Game of Thrones” for seasons 5 and 6, Obama placed sanctions on Russia, and version 2.2 of the Open RTB protocol was released. This was no ordinary update to the common tech language with which programmatic buyers and sellers communicate. This update included the first reference to Deal ID, a simple little addition that enabled the creation of private marketplacesRead more

Index Talks to Conde Nast About Header, “Moments,” and More

Last week, a cohort of Indexers traveled to New Orleans for Digiday’s Programmatic Summit. Conference fun aside, we were there to talk to Evan Adlman, Conde Nast’s (somewhat) new Head of Programmatic on stage. Adlman joined the legendary magazine publisher after decades in the ad/marketing tech space and approached the new role having heard some interesting murmurs regarding Conde’s position on ad tech and programmatic. First, he heard that Conde doesn’t do programmatic. Next, he heard that Conde inventory isRead more

Header Tag-Based Selling Is More Than Just A Trend

The waterfall worked well in the early days of programmatic – it facilitated the notion of programmatic as a clearinghouse for remnant inventory. Advertisers who set up direct deals with publishers saw available inventory first (all of it, especially the really good stuff) and made the decision to buy or pass. They would usually secure the high-value placements and pass on below the page units, sending those to programmatic exchanges. Most publishers worked with a slew of exchange partners andRead more

It Was All About Michigan This Week

Though the media often makes it appear that conclusions are clear, the 2016 Presidential Primary War is far from over. The first primary was on February 1, in Iowa, and the last one is on June 14, in Washington D.C. That means we still have three months of this great show. A show so compelling, entertaining, and at times, terrifying, even those ubiquitous Kardashians have taken a backseat in the forum of public scrutiny. It’s the best reality television I’veRead more

Programmatic Holidays: Week Four

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from the Sunday before Thanksgiving to the end of December. This post focuses on the week of December 13th. Overall spend through Index Exchange increased five percent from Week 3 to Week 4 of the programmatic holiday advertising season. We saw a six percent increase in open exchange spending and four percent increase in private marketplace spend. The volatilityRead more

Programmatic Holidays: Week Three

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from the Sunday before Thanksgiving to the end of December. This post focuses on the week of December 6th. Week 3 of the programmatic holidays was the strongest week of the season to date. Open exchange spend remained virtually the same from Week 2 (November 29th to December 5th) to Week 3 while private exchange spend increased 10%. SomeRead more

Programmatic Holidays: Week Two

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from November 22, the Sunday before Thanksgiving, to the end of December. This post focuses on the week of November 29, which includes Cyber Monday. Overall spend through Index Exchange increased 4% from Week 1 of the programmatic holiday advertising season to Week 2. However, the total-spend of the top ten brand buyers decreased 7%. Here’s how the biggestRead more

Programmatic Holidays: Week One

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from November 22, the Sunday before Thanksgiving, to the end of December. This post focuses on the week of November 22, which includes Thanksgiving and Black Friday, and the build up to Cyber Monday.  Consumer electronics and apparel retailers spent the most during the first week of the holiday advertising season. Best Buy led the pack – 20% ofRead more

Open vs. Private – Which Was Thanksgiving Week’s Biggest Bull?

Note: This post is part of a series of pieces covering the programmatic marketplace during the holiday advertising season. Something we examine frequently at Index Exchange is the state of the private marketplace. We look at PMPs from a number of angles to figure out the following and much more: how much private marketplace spend changes, how competitive buyers are for private inventory, which brands allocate significant portions of spend privately, and how private spend relates to open spend inRead more