Even the most hard-line publishers appear ready to make peace with the world of ad exchanges. Forbes Media is the latest brand-name publisher to craft a private exchange in the hopes of giving advertisers a way to efficiently buy audiences while not completely commoditizing its inventory.
Forbes is calling its Forbes Media Extension a “brand-side platform,” in nod to the demand-sides platforms that are synonymous with advertisers mining audiences via exchanges. Forbes is using the platform to allow the buy side to access audience segments on Forbes sites and partners in its network of related third-party sites.
More in Media
Adalytics Research asks, ‘Are YouTube advertisers inadvertently harvesting data from millions of children?’
Publishers’ Q2 earnings reveal digital advertising is still in a tight spot, but digital subscriptions are picking up steam.
Experts reflect how the failures of social media and online advertising can help the industry improve the next era of innovation.
Ad position: web_bfu