The premise of this blog post is that DMPs on the demand
side are supposed to identify higher performing inventory and suggest higher
bids for it. This also means devaluing junk inventory.
If that is the case, why are we having discussions about
viewable impressions? Wouldn't non viewable
impressions have poor performance and thereby the DMP would bid lower to
nothing on it? If DMPs are doing their job, wouldn't the market identify the bad players and take care of it through pricing?
At the Digiday WTF Programmatic Conference last week I had a
conversation with a publisher who complained that packages assembled with first
party data and offered as a PMP were not getting the higher CPMs that they
deserved. He said they deserved the higher CPMs based on the lift in
performance they provided versus inventory without the first party data. Again, shouldn't the DMP recognize the lift and bid higher for the inventory with deterministic
data?
