While Centro’s private marketplace does not enable one-to-one transactions between publishers and buyers, Risch said she expects to add this capability by the end of 2014.
The private marketplace can give higher CPMs to smaller publishers who may not “have the scale to attract demand with an RTB private marketplace,” Risch said.
For Netmining, however, the scale of having a private “one-to-many” relationship is more efficient than relationships with individual publishers.
“With carving out inventory, you pay more, but you get increased efficiencies,” Vegliante said, adding that clients also get access to inventory that’s truly premium.
Private marketplaces have received mixed reviews by early buyers and sellers. One problem is that too many targeting layers can reduce scale.
According to Risch, Centro is aware of these complaints and is addressing some of these issues for its product: “We’re layering our recommendations to make sure the campaigns deliver,” she said.
Others have complained about Deal ID. “Centro’s roots are direct, IO [insertion order]-type inventory,” Risch said. “So we have a service layer in place that a lot of DSPs don’t have. It makes it easier for those involved to manage Deal ID the way they’ve had to manage their direct business.”
With campaigns still going live and in early days, Netmining is monitoring the Centro’s private marketplace to determine what to do next. “We’re optimistic about the initial results,” Vegliante said. “We’re going to continue to find more quality inventory at scale.”