The giant ad-buying network, part of WPP Group, plans to pull its clients’ budgets from open ad exchanges by the end of the year, as first reported by Beet.TV. 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.
The decision to exit free-for-all auctions is a power move, in addition to a defensive measure.
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