Premium publishers are showing more interest in private online ad exchanges, writes Tim Peterson. Hearst opened a private exchange in the last quarter of 2012, and it already provides 19% of revenue from real-time biddable advertising, according to PubMatic. "Premium publishers should go about their monetization strategy through a combination of private marketplace and programmatic reserve. We're not going to encourage a premium publisher to participate in open exchanges because it devalues the inventory and doesn't provide control of what advertisers go up against their content," says Brian Lesser, CEO of WPP's Xaxis trading desk.
Private online ad exchanges grow in importance as a revenue source
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