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[P&G] traditionally has been a buyer of premium online inventory and hitting its goal means getting publishers to make more premium inventory available for programmatic buying.
How hard that will be is debatable. Rex Briggs, CEO of marketing analytics firm Marketing Evolution, said his research has found that more premium digital inventory is available than many people think...
Thank you ad industry for mucking up the English language a little more (yet again).
Open ad exchanges offer vast pools of digital inventory to buyers through automated processes, part of the broader world of so-called programmatic buying. But when GroupM wants to use ad technology to buy digital inventory next year, it hopes it can instead rely on arrangements with publishers operating private exchanges or using automated tech to process direct sales. GroupM already has 91 such deals in place.
...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.