advertisers moving programmatic ad spends to private marketplaces

More and more advertisers and marketers are moving their display share of wallet  to  programmatic inventory buying. This kind of model is different from the ' Ad Networks"  kind of marketplace, which has only 3 parties.. the  1)advertiser, the  2)ad Aggregator/Syndicator  or Ad networks/ Site Reps and the 3)Publishers . However  Programmatic ad buying encompasses an array of technologies that automate the buying, placement, and optimization of online media inventory. The last two years has seen RTB/ Programmatic ads taking more and more marketshare.

IDC expects programmatic spending on display and video ads, including on mobile devices, to more than triple this year, to $675 million, growing nearly 10 times the overall display-ad market. This kind of ad display market has 4 essential steps
1 Ad Exchange .2 Real-time Bidding (RTB) .3 Private Marketplace (PMP) .4 Demand-side Platform (DSP)