"Brands and media agencies rely on Google's Ad Exchange (AdX) unit to buy programmatic ads from a wide range of publishers. But they've never had much luck negotiating the rates on that ad inventory. Given AdX's dominant position in the marketplace, they might as well have been talking to a brick wall. Earlier this year, AdX execs opened a gap in that wall for the first time."
"The exchange has been offering media agencies post-auction discount deals since January, Digiday has learned. Beginning this past spring, AdX reps have been offering media agencies access to a program that unlocks discounts on media investment once certain spending thresholds have been met. "They're engaging with buyers more than they ever have before," said one agency media buyer, who exchanged candor for anonymity."
Media agencies historically had little ability to negotiate rates on Google's Ad Exchange (AdX) because of AdX's market dominance. Earlier this year AdX began offering post-auction discount deals and opened access to a program that unlocks discounts once certain spending thresholds are met. AdX representatives started engaging more directly with buyers, and some agencies reported first human contact with AdX only in March. Google characterized the changes as expansion of sell-side products to deliver value to publishers and agency partners. AdX operates as a programmatic marketplace connecting brands with third-party publisher inventory, commonly accessed via DV360.
Read at Digiday
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