It depends on your goals. If you’re looking for lower funnel performance you may need the scale of the open auction. But I would always try a private marketplace before, and for CTV I would only us PG or PMP deals. Open auction CTV is trash inventory ripe for fraud and low quality apps. Answer from Guidosama on reddit.com
AppsFlyer
appsflyer.com › appsflyer homepage › private marketplace (pmp)
What is a private marketplace (PMP)? | AppsFlyer glossary
September 13, 2023 - A private marketplace (PMP) is an auction with a limited audience of advertisers selected by the publisher.
Lotame
lotame.com › home › understanding private marketplace programmatic: a comprehensive guide
Guide to Private Marketplace Programmatic | PMP Advertising
May 20, 2025 - Private market programmatic deals are an effective way to buy digital advertising space. Unlike open exchanges where inventory is available to all bidders, private marketplaces are exclusive, offering high-quality ad placements to selected ...
Private marketplaces versus open trading: which do you consider best?
It depends on your goals. If you’re looking for lower funnel performance you may need the scale of the open auction. But I would always try a private marketplace before, and for CTV I would only us PG or PMP deals. Open auction CTV is trash inventory ripe for fraud and low quality apps. More on reddit.com
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August 31, 2023Tooling for direct / private marketplace ads to monetize app?
You can filter within google ad mob to only allow specific advertisers / categories. Other that you probably need to create a custom implementation for ford and gmc to provide you with their ads and a way for you to track the impressions. The custom implementation is likely a heavier lift than building the app itself. More on reddit.com
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September 28, 2023Preffered Deal vs Private Auction
Agree with hankiestpank. Illustration of his explanation here: http://marketingland.com/wp-content/ml-loads/2015/05/centro-private-marketplace-preferred-auction-deal-id-800x534.png More on reddit.com
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February 5, 2016Best marketing strategies to grow a marketplace website?
If this post doesn't follow the rules report it to the mods . Join our community Discord! I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns. More on reddit.com
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August 3, 2024Videos
Understanding Private Marketplace Deals in Programmatic ...
01:02
The Life of a Private Marketplace Transaction #Programmatic ...
02:58
PMPs, Programmatics Private Marketplace - YouTube
27:21
159. Pre-Bid Filters and PMP Deals Training With Iesha White - ...
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AdTech 101: How To Create Private Marketplaces - YouTube
4 Benefits of Private Market Place in Programmatic Advertising ...
Criteo
criteo.com › home › glossary › private marketplace (pmp)
What are Private Marketplaces (PMPs)? How do they work?
September 15, 2021 - Short definition: A private marketplace (PMP) is a programmatic advertising platform offering exclusive, invite-only auctions for premium ad inventory through private deals between publishers and advertisers. Unlike open exchanges available to all buyers, PMPs allow publishers to collaborate ...
Instapage
instapage.com › blog › what are private marketplaces (pmp) & why should advertisers care?
What are Private Marketplaces (PMP) & Why Should Advertisers Care?
May 19, 2023 - Another way to do this is by selling the same space to multiple advertisers and piling ads on top of each other so that only one is visible to users. Though private marketplaces are only for select inventory and brands, and may not make up a significant portion of an advertiser’s strategy, there are some major benefits to using them:
Reddit
reddit.com › r/programmatic › private marketplaces versus open trading: which do you consider best?
r/programmatic on Reddit: Private marketplaces versus open trading: which do you consider best?
August 31, 2023 -
Hi Everyone!
I am curious about your opinion about what is the best way to buy "good" quality ad inventory in a DSP for awareness and consideration phase?
Would you recommend to use private deals or to buy ad slots on the open marketplace? Do you have maybe a budget split which you normally have between these sources and optimize it down? 80:20 / private deals : open marketplace?
I heard several times that on the open marketplace we can get only the low quality, remnant inventory.
Thank you very much in advance!!
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It depends on your goals. If you’re looking for lower funnel performance you may need the scale of the open auction. But I would always try a private marketplace before, and for CTV I would only us PG or PMP deals. Open auction CTV is trash inventory ripe for fraud and low quality apps.
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It's not so much about open exchange vs PMP. It's about curating the right supply through the right pipes. You can buy crap PMP inventory just as easy as open exchange. There's plenty of companies that will bundle up some resold garbage inventory for you into a PMP. That being said, don't buy CTV open exchange and probably not audio either.
Nextmillennium
nextmillennium.com › blog › what-is-a-private-marketplace
What Is A Private Marketplace (PMP) In Digital Advertising?
September 24, 2025 - Let’s unlock the value of PMP advertising for your brand. ... A Private Marketplace (PMP) is an invite-only programmatic ad auction where high-value publishers offer premium inventory to a curated group of advertisers.
Tatari-tv
tatari.tv › insights › private-marketplaces-in-ctv-advertising
Private Marketplaces in CTV Advertising
Private marketplace advertising in CTV is a type of ad exchange platform that provides a direct, personal, and in many ways, exclusive type of cooperation between publishers and advertisers, while providing them with the best benefits programmatic ...
Publift
publift.com › home › adteach › the ultimate private marketplace guide for publishers
The Ultimate Private Marketplace Guide for Publishers | Publift
A private marketplace is an invitation-only digital marketplace where exclusive parties programmatically buy and sell ad inventory. PMPs are part of the programmatic advertising landscape designed to give digital publishers more control over ...
War Room Inc
warroominc.com › institute-library › blog › programmatic-direct-vs-real-time-bidding
Programmatic direct vs RTB (real-time bidding) ads explained
August 18, 2025 - The biggest thing with private marketplace deals is transparency – publishers can choose to reveal specific pieces of information on inventory, and which sites ads will run on – in addition to the Deal ID’s issued. Deal ID: the unique identifier that represents the deal made between publisher and advertiser within the auction environment, allowing the advertiser to reach premium placements, on-demand, through your DSP platform.
Mediavine
mediavine.com › home › what is pmp? private marketplace deals from mediavine’s perspective
What is PMP? Private Marketplace Deals From Mediavine's Perspective - Mediavine
September 4, 2020 - On the flip side of the coin, think of the Private Marketplace as the local, high-end electronics store selling the brand-name headphones you know and trust. TL;DR — OMP and PMP deals both make sense in different situations. Private deals are more curated and specialized. With a PMP deal, an advertiser typically finds a publisher they want to work with, and a conversation ensues between both sides regarding the specific campaign dates, rates, impressions, etc.
Blockthrough
blockthrough.com › blog › the-pros-and-cons-of-private-marketplace-pmp-deals
The pros and cons of private marketplace (PMP) deals – Blockthrough
Here’s a quick overview of what is a PMP deal, how they work, where they sit in terms of priority, and their pros and cons. ... A private marketplace, as the name suggests, is an invite-only marketplace where publishers make their premium inventory available directly to select buyers.
choozle
choozle.com › home › what is private marketplace advertising?
What is private marketplace advertising? - PMP Programmatic - Choozle
October 22, 2024 - The programmatic media buying ecosystem ... marketplace (PMP) is a real-time bidding environment where a publisher makes its inventory only available to select advertisers or buyers through an invite-only process....
Bigabid
bigabid.com › home › glossary › pmp (private marketplace)
PMP (Private marketplace) - Bigabid
January 18, 2023 - A PMP allows for a more tailor-made ... relevancy and inventory. A private marketplace is a platform for buying and selling mobile app inventory that is only available to a select group of pre-approved buyers and sellers....
StackAdapt
stackadapt.com › resources › blog
Open Marketplace vs. Private Marketplace | StackAdapt
May 26, 2025 - In programmatic advertising, PMP is an acronym for private marketplace, which is a digital marketplace where select media buyers can purchase premium inventory.
Google Support
support.google.com › admanager › answer › 16536966
About Private Marketplace deals - Google Ad Manager Help
Private Marketplace (PMP) deals refer to non-guaranteed programmatic deals. In Ad Manager, this includes Preferred Deals and Private Auctions. PMP offers publishers the ability to strike non-guaranteed deals with their agency or brand buyers, including Preferred Deals (non-guaranteed, fixed ...
Quantcast
quantcast.com › wiki › term › private-marketplace-pmp
Private Marketplace (PMP)
Deals that are negotiated as invitation-only auctions, providing certain buyers in the ad exchange preference.
Adweek
adweek.com › programmatic › private-marketplace-deals-billed-as-more-premium-have-nearly-as-much-made-for-advertising-inventory
Private Marketplace Deals, Billed as More Premium, Have Nearly as Much Made-For-Advertising Inventory
August 22, 2023 - Private marketplace (PMP) deals have been billed as a way for publishers and buyers to transact more directly, without the problems of the programmatic supply chain. But multiple recent data points reveal that despite their premium reputation, ...
smartclip
smartclip.tv › home › private marketplace
What are Private Marketplaces? | Adtech Glossary
March 15, 2022 - A private marketplace is a type of ad exchange controlled by a publisher. The publisher determines which advertisers/DSPs have access to the exchange and can therefore participate in invitation-only auctions (also known as closed auctions) that ...
Basis
basis.com › home › technology › dsp › features › private marketplaces
Private Marketplace Integrations for DSP Campaigns | Basis
September 30, 2022 - Private marketplaces (PMPs) are customized, invitation-only ad environments where publisher inventory and audiences are made available to an individual or group of buyers via Deal IDs.
Mile
mile.tech › blog › unlock-your-private-marketplace-potential-with-mile
Everything About Private Marketplace.
April 8, 2025 - Unlike open marketplaces, a private marketplace is an invitation-only digital marketplace where publishers conduct real-time auctions with a select group of demand partners. Through this setup, publishers grant priority access to their most ...