like all things prog, terms are bastardized and thrown around by folks who don't know the nuances. always best to confirm... nead a deal/pmp. volume guaranteed by both sides? flat or flat rate, dynamic cpm? targeting? yadda yadda. my experience, which is (humbly) robust and straddles senior as veterans and young tech geeks and everything in between, is prog natives expect too much from non-natives when using their jargon and the latter often use terminology inappropriately. communication is more important than showing off your knowledge and people are too embarrassed to ask questions they think will make them look stupid, so you'll do best by communicating in lay people terms. Answer from oopsbilldoggett on reddit.com
Vistar Media
vistarmedia.com › blog › pmp-advertising
What is private marketplace (PMP) advertising?
April 29, 2025 - PMP (private marketplace) advertising, is a way of buying programmatically while also allowing buyers to customize deals to their specific needs.
AppsFlyer
appsflyer.com › appsflyer homepage › private marketplace (pmp)
What is a private marketplace (PMP)? | AppsFlyer glossary
September 13, 2023 - Even though PMPs are a subset of RTB, they are somewhere in-between programmatic and open auctions. The private marketplace removes the intermediaries from the programmatic advertising, which reduces the open-ended nature of the open auction —- by limiting the crowd.
Videos
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What Is A Private Market Place (PMP) And How Does It Work?
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 ...
Lotame
lotame.com › home › understanding private marketplace programmatic: a comprehensive guide
Guide to Private Marketplace Programmatic | PMP Advertising
May 20, 2025 - Many programmatic advertisers are investing in private marketplace (PMP) deals, which provide a mix of transparency, control and premium inventory that a public ad exchange may lack.
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 - So why, then, are advertisers shifting their dollars from the open exchange to private marketplaces? A private marketplace (PMP) refers to a digital marketplace where advertising is bought and sold programmatically between exclusive parties.
Admiral
blog.getadmiral.com › what-are-private-marketplace-pmp-deals-and-how-do-they-benefit-publishers-and-advertisers
What Are Private Marketplace (PMP) Advertising Deals?
May 1, 2024 - In years past, the majority of this money would have been funneled into open exchanges. But now, more advertisers are investing in exclusive, invitation-only marketplaces aptly known as private marketplaces (PMPs).
Reddit
reddit.com › r/adops › what exactly is a pmp deal in admanager? there seems to be a lot of confusion?
r/adops on Reddit: What exactly is a PMP deal in AdManager? There seems to be a lot of confusion?
February 12, 2023 -
Looking at deals from a publisher side in Google Admanager a PMP deal seems to me the umbrella term for (Programmatic) Guaranteed (PG), Preferred Deals (PD) and Private Auctions. (Even tough PMP is not Google AdM terminology.)
However, the way agencies and advertisers phrase things has me confused.
First of all: they never mean a PG deal. Instead this is usually just referred to as a Direct Deal, ‘IO based deal’, or something similar referring to a contract. (To make things even more confusing, some clients seem to use 'direct deal' as an other word for PMP deal)
Then: most of the agencies will just ask you for a PMP deal and expect you to set up a PD. However, not all of them, as one reminded me; “PMP means ‘private - market place’, so I need you to set up a private auction”.
All in all it seems best to avoid the term PMP altogether? But what would you say it means when setting up a deal?
Top answer 1 of 3
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like all things prog, terms are bastardized and thrown around by folks who don't know the nuances. always best to confirm... nead a deal/pmp. volume guaranteed by both sides? flat or flat rate, dynamic cpm? targeting? yadda yadda. my experience, which is (humbly) robust and straddles senior as veterans and young tech geeks and everything in between, is prog natives expect too much from non-natives when using their jargon and the latter often use terminology inappropriately. communication is more important than showing off your knowledge and people are too embarrassed to ask questions they think will make them look stupid, so you'll do best by communicating in lay people terms.
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When it comes to GAM, most people are referring to a PMP as a Private Auction. It is a direct deal in the sense that usually you work with an agency to set up their seat ID from their dsp of choice at a specific cpm. You can also just open up your auctions and accept any that may come into your account. That still requires manual work and a deal to be agreed upon even if you arent speaking directly with the buyer.
Newor Media Blog
newormedia.com › home › programmatic guaranteed vs. pmp: what’s the difference?
Programmatic Guaranteed vs. PMP: What’s The Difference? - Newor Media Blog
November 15, 2024 - Since 2020, programmatic ad spending has increased by over 29% in the U.S. alone, which illustrates the growing opportunities to buy or sell digital advertising. Programmatic Guaranteed and PMP, or Private Marketplace, are types of programmatic ...
Publift
publift.com › home › adteach › the ultimate private marketplace guide for publishers
The Ultimate Private Marketplace Guide for Publishers | Publift
This means you get full site transparency, brand safety and programmatic buying efficiency. Buyers now have a priority buying option at a specific floor price before the inventory is open to the larger pool of advertisers. Private auctions are the essence of PMP advertising.
Gourmet Ads
gourmetads.com › glossary › pmp
PMP | PMP Advertising | Programmatic Advertising Glossary
April 9, 2024 - PMP is an abbreviation that stands for Private Marketplace – an exclusive domain within the realm of programmatic advertising. Contrary to the general access nature of public marketplaces, PMP operates on a strictly invitation-only basis.
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.
Advant Technology
advanttechnology.com › private-marketplace-deals-pmps
Private Marketplace Deals (PMPs) | Blog | Advant Technology
January 15, 2025 - Compared to open auctions, PMP is an invitation-only bidding process where publishers invite selected buyers to take place in real-time bidding to purchase their inventory. The minimum price of the bids is referred to as ‘floor price’ and ...
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....
SmartyAds
smartyads.com › home › blog › programmatic 101
Mastering PMP Advertising for Real Impact - SmartyAds
December 13, 2023 - What are the key advantages of choosing PMP for my advertising campaigns? PMP meaning in advertising is huge. It is here to offer exclusive access to premium inventory, ensuring brand safety and targeting precision. Private advertisers benefit from enhanced transparency, direct relationships with publishers, and reduced ad fraud.
Integral Ad Science
integralads.com › home › programmatic advertising glossary
Programmatic Advertising Glossary - Integral Ad Science
February 19, 2025 - DSPs allow buyers to transact in the open exchange or private marketplaces (PMP), and generally are integrated with third-party data providers and verification partners for targeting and reporting purposes.
Nextmillennium
nextmillennium.com › blog › direct-io-and-pmp-whats-the-difference
Direct IO and PMP, What’s the Difference - Next Millennium Media
October 8, 2025 - A Direct IO is generally guaranteed spend. Meaning the advertiser is committing to spend X amount on a Publisher’s inventory over a set period at a negotiated rate. There is no auction, there is no “first look,” or “always on,” like there is for other types of PMP structures.
AX Insights
audiencex.com › home › what is a private marketplace (pmp)?
What Is a Private Marketplace? (PMP) - AUDIENCEX
March 17, 2020 - A PMP is a private, invite-only ad auction where publishers allow select advertisers to bid on exclusive inventory spots on apps or websites.
AdQuick
adquick.com › adtech › pmp-private-marketplaces
What Are Private Marketplaces (PMP)? | AdQuick
Private marketplaces are invite-only online environments where advertisers and publishers can buy and sell ad inventory. Unlike open exchanges, private marketplaces provide a more exclusive and controlled environment for ad transactions. PMPs often have higher-quality inventory, more brand-safe ...
Newor Media Blog
newormedia.com › home › what is pmp in advertising?
What is PMP Advertising? A Guide to Maximise Ad Revenue
April 14, 2025 - Open Exchange – Any advertiser ... ads. PMP Advertising – A private, invitation-only arrangement where publishers sell premium inventory to trusted advertisers at agreed-upon terms....
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 - In advertising sales, these are also referred to as Deal IDs (DIDs), Private Auctions, Preferred Deals or Programmatic Guaranteed deals — the latter of the three are different variations of essentially the same thing. I don’t blame you if that word salad left you a little confused. PMP makes more sense within the context of the programmatic ecosystem as a whole, which includes the Open Marketplace (OMP).