Media buyers are concerned about the ‘gang of four’ premium exchange that could launch within weeks. They question whether it will actually happen. They also want to know details and what it means for relationships with the individual publishers involved.
Fairfax, Mi9, News and Yahoo!7 are joining forces to launch the exchange as early as next month, AdNews reported yesterday.
Australia’s big four online publishers aim to counter Google and the rapidly growing might of media agency-owned demand side platforms (DSPs). The group has cited examples in France and Canada as case studies for success.
Media buyers agree with the theory but have demanded details. “What is premium? You have to be very clear what it means,” said Group M chief digital officer Dany Bass. “It needs to be discussed and defined.” He said the broader exchange concept also needed nailing down. “We need details. There have been no official briefings.”
See on www.adnews.com.au