The ThinkEquity report on non-premium display earlier several months ago discussed, at length, the opportunity for publisher in the secondary premium market. Secondary premium has similar features to premium. It is sold with similar guarantees such as placement and performance, but is not handled directly by publisher's sales team.
Content providers will always sell premium advertising like site take-overs and bespoke branding opportunities, but the report indicates how important it is to have a strategy for this new emerging market.
The secondary premium market is said to be worth about fifteen billion dollars globally. So who is helping publishers monetise inventory in the European secondary premium market? Most of the top-tier ad exchanges and yield optimisers are offering platforms to increase revenues from this multi-billion dollar area.
The chart below borrows heavily from the ThinkEquity report, but has been given a makeover for the EMEA market. It illustrates where present vendors (excluding ad networks) are positioning themselves in this growing part of the display market: