A Private Marketplace (PMP) is a programmatic advertising environment where premium publishers offer select inventory to a limited group of advertisers. Unlike open exchanges, PMP deals are invitation-only, ensuring brand-safe placements and higher-quality inventory. Buyers can negotiate terms such as pricing and audience targeting before bidding in real-time auctions. PMPs provide transparency, better control, and access to high-value ad slots, often used for video and display ads in brand-sensitive campaigns.
Frequently Asked Questions
How is a PMP different from an open exchange?
PMPs restrict access to invited buyers, ensuring higher-quality inventory and better control compared to open exchanges.
Can advertisers negotiate terms in a PMP deal?
Yes, advertisers can agree on pricing, audience segments, and frequency caps before bidding begins.
Are PMPs suitable for performance or branding campaigns?
They’re ideal for branding due to premium placements, but can also serve performance goals with the right targeting.
Do PMPs require a DSP to participate?
Yes, advertisers still use DSPs to access PMP inventory, but the bidding is limited to approved participants only.
