The Big Story Programmatic's Pursuit of "Premium"
Mar 6, 2025
Anthony Vargas and James Herscher, both AdExchanger journalists with expertise in programmatic advertising, delve into the challenges digital media companies face in securing quality inventory amidst an influx of low-quality content. They explore the intricate definitions of 'premium' inventory and buyer preferences, emphasizing the effects of evolving technology. The duo also discusses Viant's strategic acquisition of Locker, highlighting its implications for data management and privacy compliance in a rapidly changing ad tech landscape.
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Defining Premium Inventory
- Defining "premium" inventory is subjective and depends on buyer preferences and platform mechanics.
- Technical signals, like UID2 integration, influence the perception of premium inventory.
Programmatic and Media Quality
- Programmatic buying platforms are driving the conversation around media quality.
- They assess quality using data-driven signals, raising questions about defining "premium."
CTV Rebranding
- Amazon rebranded CTV to streaming TV, separating it from non-TV screens.
- This highlights the ongoing debate about what qualifies as true CTV inventory.