Category: Affiliate Marketing Tips

Expanding marketplaces are improving inventory sales and purchases for publishers and marketers 

Produced in partnership with Marketecture

The following article highlights an interview between Mike Welch, general manager and executive vice president of Xandr, Ben John, CTO of Xandr and Ari Paparo, founder and CEO of Marketecture. Register for free to watch more of the discussion and learn about the steps one global marketplace is taking to improve the functionality of buying and selling ad inventory.  

The buying and selling of ad inventory are ever-evolving processes. As channels such as CTV gain traction, the companies that offer these marketplaces to buy and sell inventory and organize data are changing too. 

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Publishers want compensation for the contextual targeting data used (and sold) by ad tech vendors, but the likelihood is slim

If history is a guide, the latest tet-a-tet between publishers and ad tech vendors will be arduous for the former. 

This time around, it’s over contextual targeting data. Publishers don’t think ad tech vendors should sell it to advertisers. Not when the only reason those companies have that data in the first place is because they’ve taken it from the publisher’s URL. 

Unsurprisingly, publishers want to be compensated for it. Ad tech vendors, on the other hand, haven’t obliged. The reasons for and against this impasse are as old as they are well-known. And yet for a brief period last month it looked like there might be some chance of reconciliation. 

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