GroupM’s Exit From Open Ad Exchanges Shifts Ad Tech

Dark pools of online ads

The decision to exit free-for-all auctions is a power move, in addition to a defensive measure. GroupM doesn’t want to bid on relatively random inventory in auctions that almost any advertiser can enter, nor does it want to risk paying for wasted ads on sites it or its clients don’t want. It does want to deal more directly with publishers so that it can assert its leverage.

via GroupM’s Exit From Open Ad Exchanges Shifts Ad Tech | Agency News – Advertising Age.

 

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