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 ...

April 29, 2025 - PMP (private marketplace) advertising, is a way of buying programmatically while also allowing buyers to customize deals to their specific needs.

July 15, 2025 - Programmatic guarante­ed deals involve dire­ct one-to-one negotiations with spe­cific advertisers having rese­rved inventory at fixed price­s and volumes. On the other hand, PMP de­als are develope­d within a private marketplace allowing only invite­d advertisers to access pre­mium inventory with publishers maintaining control over the­ invited buyers.

October 2, 2025 - As RTB auctions are triggered ... reserved, automated guaranteed, and the like), or PMP for short, is an invite-only variation of the RTB model....

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.

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....

June 9, 2025 - Advertisers are locked into their guaranteed ad buys, so they may not have an opportunity to change their mind or reassess after they strike a deal. A PMP is a private marketplace to which only certain advertisers are invited. It functions like ...

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.

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.

February 19, 2025 - Software or technology platform that enables brands and agencies — the buyers — to identify available digital advertising inventory and buy it through the use of automation. DSPs allow buyers to transact in the open exchange or private ...

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 ...

November 15, 2024 - Since 2020, programmatic ad spending ... and PMP, or Private Marketplace, are types of programmatic advertising strategies that allow publishers to better monetize their content....

March 27, 2018 - With the help of this handy guide, ... in 2018: Private Marketplace (PMP): A private marketplace, or a private deal, is an invitation-only auction that is only open to a handful of advertisers....

April 10, 2023 - A Private Marketplace (PMP) is an auction that involves a limited group of advertisers, handpicked by the publisher. PMPs provide more control in ad placement and typically offer prime placement, with a focus on premium inventory and high-quality ...

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.

July 21, 2025 - This setup allows advertisers to enjoy the efficiency of programmatic buying while maintaining exclusivity and placement quality. Brand Safety: Ads appear only on vetted, high-quality sites. Premium Inventory Access: Buyers gain access to ad spots that are not available in open auctions. Better Targeting: Publishers can offer rich audience data to refine ad delivery. Transparency: Clearer pricing models and performance tracking. While no strict formula defines PMP pricing, it typically involves: CPM = Total Cost of Campaign / Total Impressions × 1000 This helps marketers measure cost efficiency across PMP campaigns.

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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.

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).

Think of private marketplace advertising as a digital automatic exchange involving exclusive participants that utilize real-time bidding (RTB). Unlike open marketplaces, PMPs are invite-based, meaning that ad inventory is closed for the majority of advertisers, and access is only provided for selected and reputable ones.