DPG Media will pull the plug on selling app ads in the open market

DPG Media will stop selling ads for its news and entertainment apps in the open market of programmatic auctions, where ad prices fluctuate in real-time like a volatile stock market. 

Beginning next month (Nov. 1), advertisers will have to buy ads from the publisher directly if they want to appear in those apps. They can use ad tech vendors, such as The Trade Desk, or tap into DPG’s own ad manager, which lets them organize, manage and optimize their campaigns across the publisher’s real estate which includes brands across Belgium, the Netherlands and Denmark such as HLN and VTM.

However, choosing the latter is key if they want to access DPP’s custom ad formats — which the publisher claims delivers the best performance.

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