Media Briefing: Publishers say private programmatic revenue is up – but open is a mixed bag

The first half of 2024 was largely better for publishers’ direct-sold advertising businesses compared to the same period in 2023, but the programmatic market was a bit more of a mixed bag.

Of the four publishers who spoke with Digiday for this story, half said that the open market is soft or slow, particularly compared to their private marketplaces and programmatic direct business. Meanwhile, the other half said that revenue from the open programmatic market is growing.

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