BPA Worldwide has announced the launch of a private digital ad marketplace (PMP) for its business-to-business members. It is the outcome of research among publishers and marketers, establishing how to provide quality data and efficiency in the digital marketplace, said Glenn Hansen, the CEO.
“BPA’s PMP of audited member sites including assurance around data integrity will be the only industry owned, not-for-profit, tripartite membership organization – B2B advertisers, agencies and media owners – to provide this service,” Hansen continued, in a release.
“In the case of buying ad space programmatically, BPA will establish a vertically focused PMP comprised of BPA’s B2B members’ audited sites. According to our findings, individual members are not able to reach scale on their own to be of appeal to the technology vendors; however, when put together, BPA’s B2B membership can create a significant impact in the marketplace.”Private marketplaces allow interested buyers to purchase on a guaranteed basis or bid on highly qualified publisher inventory, which commands premium rates. The process is managed in real time, allowing the highest bidder to win the inventory.
“The top reasons publishers don’t currently use programmatic selling is scale, lack of familiarity with the process and the challenge of establishing independent third-party quality differentiators,” said Hansen. “The BPA PMP addresses those challenges. Already an established and trusted audit partner, the BPA PMP offers B2B buyers quality audited audiences and an automated way to reach them.”