The Power of Marketplaces: Unlocking a New Era of Programmatic Advertising

Programmatic advertising is entering a new era, and much of the innovation is now being driven by the sell side. With the development of Index Marketplaces, publishers, marketers, and solution providers have a new way to collaborate, curate, and create value. By bringing intelligence and deal packaging directly into the exchange, Marketplaces enable publishers to maintain control of their first-party data while giving buyers unprecedented visibility and targeting capabilities. This evolution is not about limiting the buy side, but about building stronger, more transparent partnerships that deliver better outcomes for everyone across the ecosystem. In this session, Roland Oberlaender will demonstrate how Marketplaces are reshaping the future of programmatic by making it easier to activate premium supply, apply sophisticated targeting, and monitor performance in real time. He will highlight how this partnership-driven approach not only channels more investment into working media and rewards quality content, but also unlocks innovation, efficiency, and growth across the open internet.