Publishers Urged to Plunge Into Private Exchanges

The Guardian and Future Publishing urge publishers to embrace private exchanges while there is still time to learn. 

Read OPS Markets London Keynote Speaker Tim Gentry's views on the private exchange and the thought process behind the Guardian's first tentative steps into the Private Exchange with bed fellows The Rubicon Project. 

"Future Publishing and The Guardian have encouraged companies to embrace private exchanges while there is still time to learn.

Agencies and publishers have downplayed calls this week for more industry education (nma.co.uk 19 January 2011) to reduce nervousness around private ad exchanges.

Marco Bertozzi, MD of research firm VivaKi Nerve Center (right), said, “I don’t buy the nervousness anymore. A year ago not many publishers were as involved as they are now. Most didn’t trust it. Nine months later it’s a very different story. If you can get the FT to work with you in a private marketplace you can get anyone.”