iSOCRATES Glossary of Programmatic Terms

Media Market Maker (a/k/a Independent Media Trader)

A new form of independent media agency/media trading desk that may or may not use its client’s money to buy media and audience data and charges a transparent cost-plus fee. A media market maker may use its own capital to buy media at its own risk seeking to resell this media to a buyer for a profit. With sufficient volume of transactions, a media market maker can be successful on thinner profit margins than most other market participants. The effect of this risk-bearing role is to significantly narrow the spread between what the advertiser pays for a given result and what publishers receive for delivering the ad opportunity. Moreover, the market making role of a media market maker ensures the likelihood of higher fill rates and eCPMs for publishers.

         

This Area is Widget-Ready

You can place here any widget you want!

You can also a').after(''); $('#mobile_menu .menu-item-has-children > a').each(function() { $(this).next().next('.sub-menu').toggleClass('hide',1000); }); $('#mobile_menu .menu-item-has-children > a + span').on('click', function(event) { event.preventDefault(); $(this).toggleClass('menu-open'); $(this).next('.sub-menu').toggleClass('hide',1000); }); } $(window).load(function() { setTimeout(function() { setup_collapsible_submenus(); }, 700); }); })(jQuery);