Thought Leadership

PG & PMP Strategies

May 13, 2020
By The Rubicon Project

Ashley Wheeler, VP Account Management at The Rubicon Project, discusses some popular monetization strategies for programmatic sellers.


So I actually think over the past few years the premium marketplace has changed pretty significantly as a result of header bidding. The value proposition of the private marketplace has changed quite a bit, and I think in 2020 we’re going to see a year of relative stability and growth.

I think buyers and sellers have really honed in on what drives value in the open market as well as the private marketplace, and this year we’re going to see a lot more differentiation in the private marketplaces that are executed, and we’re going to see a large amount of growth in the programmatic guaranteed space where buyers and sellers can really start to transact on these custom formats and executions that they haven’t been able to transact on programmatically before.

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