AppNexus now owns Yieldex, for example, which focuses on the value of direct-sold inventory. OpenX’s recently announced real-time guaranteed will enable better forecasting on private marketplace buys. And Google’s programmatic guaranteed needs forecasting to make the “guaranteed” part a go.
Bradstock said his project will be different from the competition because the tool will enable forecasting across all exchanges, not just within a single exchange.
Building analytics into Index Exchange’s wrapper will likely give it a leg up when publishers decide which wrapper to use. The current header bidding wrapper market is crowded, with not a lot of differentiation.
Once publishers have better data, the industry will further consolidate into groups of winners and losers, Bradstock said.
“I think there are a number of exchanges that won’t be around in a year because they aren’t giving the demand and performance that pubs think they are.”