Sam Cox, vice president of OPEN global media management, MediaMath was recently published in AdExchanger’s “The Sell Sider” column, which is written by the sell side of the digital media community.
In his article, Sam argues that the open exchange is the bedrock of the programmatic ecosystem, creating value for both publishers and advertisers and acting as a powerful tool for discovery, reach and attribution.
Publishers are able to gain insight into buyers interested in their inventory, as well as identify how much buyers are willing to pay.
Marketers can find sites with high densities of target users that they may have never seen before. These sites may have never made a traditional media plan, but because programmatic technology found and targeted those users in the vast sea of open exchange inventory, conversions resulted and marketers learned new ways to connect with their audience, fueling the next media plan.
To read Sam’s article in full, click here.