In July, Digiday reported that several other publishers experienced a surge in demand for programmatic guaranteed deals following the launch of the GDPR. This is because PMPs and programmatic guaranteed deals, unlike open exchanges, allow advertisers to work directly with publishers in a controlled setting that often involves agreeing to prices before bids comes in. This helps ad buyers and sellers alike avoid getting paired up with unscrupulous partners who leverage their data and audiences in shady ways.

The tradeoff of moving away from open exchanges is that it can be expensive to do so since higher-quality inventory costs more. In Q1 2018, mobile PMP eCPMs worldwide were 170% higher than open exchange eCPMs, according to PubMatic.

Looking to learn more about how programmatic advertising is changing? Check out our Supply Chain Transparency report that comes out August 7.