Lotame
lotame.com › home › understanding private marketplace programmatic: a comprehensive guide
Guide to Private Marketplace Programmatic | PMP Advertising
May 20, 2025 - Pricing: Although auction packages may include premium inventory, the open auction format means they are usually competitively priced. Efficiency: Auction Packages cut down on the middlemen for advertisers, as they only need to bid on and manage one deal ID instead of multiple individual impressions. To understand PMPs, you need to understand programmatic curation.
Criteo
criteo.com › home › blog › pmp deals: brand-safe digital advertising made easy
PMP deals: Brand-safe digital advertising made easy | Criteo
March 31, 2025 - PMP (a.k.a. private auction). A more exclusive version where premium inventory is offered only to selected advertisers. You get access to high-quality placements without battling it out with everyone on the internet. Preferred deals. These are fixed-price (i.e.
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Publift
publift.com › home › adteach › the ultimate private marketplace guide for publishers
The Ultimate Private Marketplace Guide for Publishers | Publift
Programmatic direct, meanwhile, involves publishers and advertisers negotiating direct deals with one another. The difference between open auction, private auctions, preferred deals and guaranteed deals. Publishers get to decide which buyers are invited into the private marketplace, giving them control over which buyers have access to premium inventory. PMPs also let publishers sell complete inventory packages priced at a better price.
AppsFlyer
appsflyer.com › appsflyer homepage › private marketplace (pmp)
What is a private marketplace (PMP)? | AppsFlyer glossary
September 13, 2023 - Unlike the case of an open exchange (also called RTB or open auction), PMP deals come with a set floor price at a premium cost, which is usually worth it for the high-quality inventory and increased clarity on placement. There are also far fewer unknowns when buying a PMP placement. Any publisher can offer spots in the open exchange, and any advertiser can bid.
Blockthrough
blockthrough.com › blog › the-pros-and-cons-of-private-marketplace-pmp-deals
The pros and cons of private marketplace (PMP) deals – Blockthrough
So you might spend the time creating a PMP deal, only to find that you underestimated the advertiser demand for that offering. All models of inventory sales require ongoing maintenance and PMP deals are no different. Publishers need to frequently revisit their offering and adjust the minimum bid price based on demand, market trends, and seasonality.
Vistar Media
vistarmedia.com › blog › pmp-advertising
What is private marketplace (PMP) advertising?
April 29, 2025 - For media owners operating within the DOOH landscape, PMPs offer a suite of advantages. Media owners can cherry-pick which advertisers serve ads on their screens and empower them to implement pricing strategies that accurately reflect the true value of their network.
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 is negotiated before the auction starts. Private marketplace deals are more targeted and premium than open auction deals, which is reflected in the price. By providing a more curated and targeted advertising environment, PMPs allow brands to reach specific audiences with premium content.
Rebid
rebid.co › home › private marketplace (pmp)
Private Marketplace (PMP) in Programmatic Advertising
July 21, 2025 - 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 ...
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 - For publishers, the main advantage of PMP deals is control. Rather than open the auction to all advertisers, publishers can curate a list of select buyers. In doing so, publishers can protect their reputation while demanding a higher price.
AdQuick
adquick.com › adtech › pmp-private-marketplaces
What Are Private Marketplaces (PMP)? | AdQuick
Private marketplaces offer a unique opportunity for advertisers to reach their target audience in a more exclusive and controlled environment. Publishers can also benefit from PMPs by having more control over their inventory pricing and access to more premium brands and advertisers.
AdPushup
adpushup.com › blog › programmatic › how to make most out of pmp deals – a guide for publishers
What is Private Marketplace (PMP) - A Guide for Publishers | AdPushup
July 16, 2025 - The publishers set a minimum price ... ‘floor price’ and is negotiated before the auction starts. ... Imagine dealing directly with the source instead of going to a heavily crowded marketplace. That’s exactly what the Private Marketplace deal represents. PMP deal is a programmatic media buying method that the publisher sets up only for select advertisers...
Mile
mile.tech › blog › tips-for-publishers-to-make-pmp-deals-more-efficient
Tips for Publishers to Make PMP Deals More Efficient - Mile
By offering premium ad space to top-tier advertisers, publishers can maximize revenue while maintaining a high-quality user experience. ... PMP (Private Marketplace) deals are not inherently guaranteed. Unlike programmatic guaranteed deals, PMP deals do not ensure a specific volume of ad impressions or a fixed price.
Gourmet Ads
gourmetads.com › glossary › pmp
PMP | PMP Advertising | Programmatic Advertising Glossary
April 9, 2024 - These publishers present their ad inventory to a selected, exclusive group of advertisers, who then have the opportunity to bid for the highest premium placements within their digital realms. This process not only encourages competitive pricing but also fosters an environment of high-quality advertising content. A PMP transaction doesn’t follow the automated processes common in other digital advertising environments.
Choozle
help.choozle.com › knowledge base › campaigns (setup, bidding, & optimizations) › the campaigns tab
Private Marketplace (PMP) - Campaign Manager
Now that you've selected your PMP deals, you'll want to adjust your base CPM bid and max CPM bid to account for the floor price of your selected PMP deals. A floor price is a fixed CPM rate that the publisher sets that prevents advertisers from serving campaigns that pay below a certain price threshold.
MonetizeMore
monetizemore.com › blog › private-marketplaces-pmp
What are Private Marketplaces? Lift CPMs & Advertiser Relations with PMPs
April 10, 2024 - PMP: Publishers can set a higher floor price (minimum acceptable bid) for their premium inventory within a PMP. Preferred Deal: The price for a preferred deal is negotiated directly between the publisher and advertiser, and can be lower than the floor price set in a PMP.
Airbridge
airbridge.io › glossary › private-marketplace-pmp
Private marketplace (PMP) - Airbridge
Inventory Selection: Publishers offer inventory on their websites for purchase through the PMP. Advertisers can then select the inventory they wish to purchase based on criteria such as location, audience, and content. Price Negotiation: Advertisers and publishers can negotiate the price of the ad inventory through the PMP, with the final price being set by mutual agreement.
StackAdapt
stackadapt.com › resources › blog
Open Marketplace vs. Private Marketplace | StackAdapt
May 26, 2025 - PMPs are a subset of real-time bidding, but allow a publisher to offer their premium inventory to a selected, limited audience of media buyers. Premium ad inventory is ad space that a publisher has reserved for select advertisers, at a set price. It’s typically the best, most sought after ...
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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7
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.
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. Publishers can choose which advertisers have access to this inventory, which tends to be more exclusive and premium than what is made available on the open inventory exchanges.
Nextmillennium
nextmillennium.com › blog › what-is-a-private-marketplace
What Is A Private Marketplace (PMP) In Digital Advertising?
September 24, 2025 - Learn what a private marketplace (PMP) is in programmatic advertising, how it works for advertisers and publishers, and its key benefits and use cases.