Private Marketplace deals, also known as PMPs, are a hot topic. As the digital landscape evolves at an exponential pace, so has the use of automation to further enhance the success of advertising campaigns.
The effectiveness of a campaign is no longer determined by simply reaching the masses, but rather by strategically targeting individuals who are most likely to produce the desired outcome or response. Quality inventory, which is necessary to reach these desirable users, is now premium space that regular ad exchanges cannot guarantee…Enter the PMP. The Private Marketplace deal provides higher levels of brand safety, quality inventory and control by brokering a deal directly with select publishers.
What is a PMP?
PMPs are privately run deals where premium inventory can be sold at a guaranteed price, known as a “Preferred Deal” or first look access to be bid on which is called a “Private Auction” – allowing both advertisers and publishers to work with the select partners of their choice in a more transparent and controlled environment.
How are PMPs set up?
PMPs can be implemented in many ways. They can be geared toward publishers who only work with select brands as well as advertisers who only work with specific publishers. Both setups allow inventory to be procured programmatically through unique deal IDs.
Can a PMP help me?
Private Marketplace deals provide buyers and sellers the highest degree of efficiency at the impression level. Some PMP deals allow additional information and data to be shared to further qualify users, resulting in more effective bidding. However, PMPs are not a solve-all as they can limit scalability and typically incur a higher CPM.
Ultimately, PMPs are growing in popularity because of the level of control, security and exclusivity it provides for premium inventory in the “wild west” that is Programmatic.
Contact your Account Manager today with any questions or to Learn More about our PMP offerings.