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Hey,
I have about 400k spread across four premium partners for a 12 month period and was wondering if I should go with a PG or a PMP? What are the pros and cons of both?
Thanks!
Preferred pmp's with fixed rates are my favorite tbh because I'm not forced into trusting publishers with frequency capping and even pacing like with PG deals.
Id recommend you ask your pubs about the waterfalling of their inventory and the priority tier that pmp vs. Pg deals get.
Lastly looking at the price differences could help decide. A 400k budget for a 9 month flight spread across 4 pubs shouldn't have trouble spending, but it depends on your potential campaign restrictions+parameters.
Pros of PMP is that you get control and more audience targeting which can better drive value for the brand. In general, driving performance goals like CPA means you need to target the right audience wherever they are found (inventory wise). And being able to control levers like frequency, device type, sites, etc is very valuable to drive that efficiency especially if you have multiple inventory sources.
Pros of PG is usually you get first look and lower rates because you are giving up control and will let the pubs sell you anything and everything. If you go this route, I’d highly recommend running the PG thru an objective DSP that way you can at least report out on what is actually happening.
ELI5: What are the pros and cons of using PG vs PMP, when should you use each?
For context: Client is a large corporation and buys streaming Tv, CTV, streaming audio, online video, social, some outdoor and linear TV. We do full funnel advertising with the typical success measures for each.
Hi all - another rudimentary question on my end, I'm sure. But in regards to targeting...I believe for a PMP we'd just make our inventory available and the DSP applies the targeting for the campaign, but is that the same for a PG deal? Or in that scenario would we apply the targeting to the inventory we're guaranteeing the client? And then accounting for those targeting segment CPMs (if applicable) in the overall price?
Appreciate all the help as always from the group. Many thanks!
I am looking for best practices.
Currently negotiating a PG deal, midway through they wanted to pivot to a PMP "Preferred Deal" - My question is whether I should charge a premium on top of the rate I was giving them for PG.
My initial thought is yes, since the price for the PG deal would have been for a guaranteed $$ and preferred is not.
Any opinions?