For streaming audio and CTV/OTT buys, private deals in your DSP are a primary lever for most brands. The end clients like to know they’re getting play within specific, familiar networks. There’s also a certain level of trust that comes with full episode content from the likes of NBC, CBS, or Discovery. Add to that, the concept of getting top-tier exposure without high minimums, and often at what seems like a discounted rate.

We also engage private deals when incorporating digital out of home in a client’s media mix. I’m not always a fan of the lack of tracking, but it can be impactful and something a client likes to see, when we’re showing a 15-second spot with audio at gas pumps and train stations across the cities they do business in.