Digiday+ Member Article

Programmatic ad buyers will grow their spending in private marketplaces and programmatic guaranteed deals in 2019, but their enthusiasm for open exchanges appears to be waning.

According to a Digiday survey of 280 media buyers, this November, 62 percent said they plan to increase spending in private marketplaces (PMPs) in 2019, and sixty percent said they plan to grow their investment in programmatic guaranteed deals.

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