Private Marketplaces vs Direct Buying – Why Not Use Both?

"The death of media-buying direct from publishers, at the hands of so-called private marketplaces (PMPs) and even open real-time bidding (RTB), is greatly exaggerated. Indeed there’s data indicating that programmatic buying is growing and becoming the most popular way to buy digital media. But there are a lot of factors that complicate the argument."

Read more from Centro's Christine Kim in PerformanceIN.