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 - Programmatic Guaranteed and PMP, or Private Marketplace, are types of programmatic advertising strategies that allow publishers to better monetize their content. Both strategies take place on a demand-side platform, or DSP, that allows for cross-platform ad inventory purchases.
Martech360
martech360.com › home › martech insights › differentiating the programmatic ad stars: programmatic guaranteed vs. pmp (private marketplace)
Differentiating the Programmatic Ad Stars: Programmatic Guaranteed Vs. PMP (Private Marketplace)
July 15, 2025 - Both models rely on real-time bidding and utilize the same ad exchange technology, enabling advertisers to target audiences based on first-party data. Additionally, brands only incur charges when users view their ads in both PMP and programmatic guaranteed.
understanding PMP options
I would say PMP are a way for publishers to package inventory at an agreed upon price directly with a buyer. Please note this does not block other open market advertisers from bidding on the publisher though. The three main types of deals are Private Auction, Preferred Deals, and Programmatic Guaranteed. You can Google some definitions of these deal types, but generally Private Auction = Floor price. Pub sets the minimum price for the auction and the buyer has the ability to bid up, use bidding algorithms, etc Preferred Deal = fixed price. Agreed upon price is the same for every impression. Programmatic Guaranteed = fixed price. Impressions and flight dates are also agreed upon. This is basically like running a direct buy, but through the programmatic pipes. Setting up a deal is facilitated by the pub in their SSP. You agree on the terms with the pub, then the pub will setup the deal in the SSP and send it to you in the TTD UI using your account’s Seat ID. This feature is standard in most SSPs. The problem with the pub you mention is that they are not using a full fledged SSP, they are only using Adsense, which doesn’t have this functionality. Taboola might. More on reddit.com
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October 10, 2024PMP vs PG - Targeting.
For a PG deals no additional targeting / filtering / frequency/day part / etc can happen through the DSP, it must all be applied to the deal More on reddit.com
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January 16, 2024Prof Guarantee (PG) vs PMP
Always PMP if you can. The loss of frequency control and audience targeting on your side shoukd push you towards PMP where you can. An alternative is to send your data (or 3p either your source or request publisher to source) to large network and have them filter audience on their side. Scale is often an issue so expect to supplement with some basic demo etc data from publisher. Frequency is my biggest gripe. No matter what you tell them to set it at, they always get it wrong. Also the management of the PG fees irritates me (TTD shop). More on reddit.com
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July 31, 2024PD vs. Fixed Rate PMP
From my understanding, a fixed rate PMP and PD are about the same. Only difference may be that PDs are typically higher up in a publisher's inventory waterfall than a PMP. However that's not always the case, as some publishers' waterfalls are 100% price based. Both are non-guaranteed inventory More on reddit.com
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October 25, 2023Videos
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Programmatic vs Direct IO - YouTube
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Publisher Inventory Waterfall | Direct | PG | PMP | Open ...
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PMPs, Programmatics Private Marketplace - YouTube
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PMP & Programmatic Guaranteed Growing In Popularity With Buyers ...
Gourmet Ads
gourmetads.com › articles › programmatic-guaranteed-vs-pmp
Programmatic Guaranteed vs. PMP | Gourmet Ads
October 25, 2024 - Programmatic Guaranteed deals involve ... and predictable outcomes, while PMP deals provide access to premium inventory through a competitive bidding process without guaranteed placements....
Taboola
taboola.com › home › marketing hub › guaranteed, pmp and direct: types of programmatic advertising deals explained
Guaranteed, PMP and Direct: Types of Programmatic Advertising Deals Explained
June 9, 2025 - Programmatic guaranteed and PMP deals are each exclusive in their own way. While programmatic guaranteed deals are built directly between two parties, PMP deals are created within a marketplace of other advertisers.
LinkedIn
linkedin.com › all › programmatic media buying
What are the benefits and challenges of using Programmatic Guaranteed vs PMP for premium inventory?
April 6, 2023 - PMP offers a higher level of quality, transparency, and control, but also a higher cost and lower availability of inventory. PG is the most advanced and direct form of programmatic media buying, where advertisers can reserve guaranteed inventory ...
StackAdapt
stackadapt.com › resources › blog
Programmatic Guaranteed: How It Works and When to Use It
May 26, 2025 - Unlike programmatic guaranteed deals, inventory isn’t exclusively reserved for advertisers, nor are they obligated to buy ad space. Instead, PMP deals provide preferred access, allowing advertisers to access inventory before it becomes available in the open exchange.
Avenga
avenga.com › insights › understanding rtb, programmatic direct and private marketplace
RTB, PMP, and Programmatic Direct
October 2, 2025 - Advertisers interested in such inventory can reserve, or guarantee, their ads before the publisher offers them in an RTB marketplace. In private marketplace deals, there are no middlemen in the form of ad exchanges and SSPs, which allows advertisers to more carefully control and select the websites where they want to display their ads, but the benefits are, in fact, mutual; publishers get paid premium rates for their inventory, and advertisers buying inventory on a PMP get a bonus in the form of preferential access to the publisher’s inventory before it’s sold in public auctions.
PulsePoint
pulsepoint.com › blog › which-programmatic-buying-option-is-right-for-me
Programmatic Guaranteed: Selecting the Right Buying Option
When a PMP is tailored to a single buyer, it is called “guaranteed”. When there are a few buyers included, it is called “non-guaranteed,” or “non-preferred”. Often, this is done to group packages of inventory with certain characteristics ...
Reddit
reddit.com › r/programmatic › understanding pmp options
r/programmatic on Reddit: understanding PMP options
October 10, 2024 -
Hi, I'm very new to programmatic (have previously *bought* GDN, Google Search, Facebook and Taboola, but have virtually no experience on the publishing side).
I'm working with a publisher that currently receives about 30M monthly organic pageviews and is only running Adsense and Taboola for monetization. They are fairly brand sensitive and want to move to a white list of advertisers with direct relationships. My understanding is that this is called a "private marketplace" and that big DSPs like The Trade Desk support this use case, where basically all the parties involved create "Deal" entries and then the whole thing is configured to run an auction where only the invited advertisers get to participate.
However, I'm really very ignorant as to how a publisher would even go about arranging something like this and what the options are (especially if there are companies smaller than The Trade Desk that are easier to work with for this kind of problem, or what kind of minimum requirements are needed in terms of volume to be eligible). The important thing from the publisher side is that they want to be able to have an invited whitelist of advertisers (but none of the publishing networks I'm familiar with, like Taboola, seem to offer this option, it's all just an open auction).
Can anyone give me a high level overview how to approach this problem? I'm familiar with how to create and run buyside campaigns, but I'm really out of my depth here.
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I would say PMP are a way for publishers to package inventory at an agreed upon price directly with a buyer. Please note this does not block other open market advertisers from bidding on the publisher though. The three main types of deals are Private Auction, Preferred Deals, and Programmatic Guaranteed. You can Google some definitions of these deal types, but generally Private Auction = Floor price. Pub sets the minimum price for the auction and the buyer has the ability to bid up, use bidding algorithms, etc Preferred Deal = fixed price. Agreed upon price is the same for every impression. Programmatic Guaranteed = fixed price. Impressions and flight dates are also agreed upon. This is basically like running a direct buy, but through the programmatic pipes. Setting up a deal is facilitated by the pub in their SSP. You agree on the terms with the pub, then the pub will setup the deal in the SSP and send it to you in the TTD UI using your account’s Seat ID. This feature is standard in most SSPs. The problem with the pub you mention is that they are not using a full fledged SSP, they are only using Adsense, which doesn’t have this functionality. Taboola might.
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Are you looking for advice on how to guide the publisher (supplier) on how to setup PMP deals? Or are you more curious how the relationship works between a publisher and buyer in terms of PMP deals? If you’re trying to figure out the former, r/adops will probably be a better source for you. If the latter, then I can help.
AppsFlyer
appsflyer.com › appsflyer homepage › private marketplace (pmp)
What is a private marketplace (PMP)? | AppsFlyer glossary
September 13, 2023 - Inventory for these deals is not ... to buy inventory in preferred deals. A programmatic guaranteed deal provides fixed-price slots with a fixed number of guaranteed impressions....
Sovrn
sovrn.com › sovrn support › what’s the difference between rtb, pmps and programmatic direct?
RTB, PMPs and Programmatic: What's the Difference?
April 8, 2021 - Programmatic direct is slightly different to PMP deals. Programmatic Direct is direct-sold, guaranteed inventory, that unlike PMP deals doesn’t require human intervention to run.
Reddit
reddit.com › r/programmatic › pmp vs pg - targeting.
r/programmatic on Reddit: PMP vs PG - Targeting.
January 16, 2024 -
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!
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For a PG deals no additional targeting / filtering / frequency/day part / etc can happen through the DSP, it must all be applied to the deal
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For PG we always layer because buyers must bid on 95%+ of the inventory, so the targeting needs be pre curated. For PMPs we recommend buyers layer but if you have unique 1P segments it’s worth considering.
Reddit
reddit.com › r/programmatic › prof guarantee (pg) vs pmp
r/programmatic on Reddit: Prof Guarantee (PG) vs PMP
July 31, 2024 -
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.
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Always PMP if you can. The loss of frequency control and audience targeting on your side shoukd push you towards PMP where you can. An alternative is to send your data (or 3p either your source or request publisher to source) to large network and have them filter audience on their side. Scale is often an issue so expect to supplement with some basic demo etc data from publisher. Frequency is my biggest gripe. No matter what you tell them to set it at, they always get it wrong. Also the management of the PG fees irritates me (TTD shop).
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From my POV as a publisher: PMP is private marketplace which is equivalent for Private Auciton in GAM. Private aution has price floor. Client in private auction can buy my inventory but with the minimal pricefloor that they agree on. Buyer doesn't know final CPM nor impressions PG is guaranteed type of deal where you as a buyer know exactly how much you are playing for CPM and you know exactly how many impressions you are buying. Correct me if I am wrong please.
Google Support
support.google.com › admanager › answer › 7637485
Programmatic Guaranteed vs. Preferred Deals - Google Ad Manager Help
The inventory negotiated isn't reserved for the buyer—you can opt to reserve it in a guaranteed campaign for a better price. Buyers aren't required to buy the inventory. Line item type determines rate type and the kind of campaign you want to negotiate. Quantity entered varies based on the campaign type you're negotiating. Proposals can contain either Programmatic Guaranteed (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items, but not both.
Eskimi
eskimi.com › blog › types-of-programmatic-advertising
Types Of Programmatic Advertising: The Ultimate Guide
November 10, 2025 - PG is a direct agreement between ... inventory. For advertisers, programmatic guaranteed allows accessing premium, hand-picked ad placements that are highly relevant to their target audience....
The Current
thecurrent.com › what-the-tech-programmatic-guaranteed-private-marketplace-deals
What the Tech are PG vs. PMP deals? | The Current
August 23, 2024 - Programmatic guaranteed is essentially the same as the insertion order method mentioned earlier, only buyers are using a computer instead of a fax machine. Buyers commit to an ad without knowing exactly who the audience is and when the ad will be displayed. They’re paying the same rate, regardless of quality.
Setupad
setupad.com › home › programmatic advertising › 4 types of programmatic deals: a comprehensive guide
4 Types of Programmatic Deals: A Comprehensive Guide
December 2, 2024 - This can be a good way to sell premium inventory without guaranteeing a fixed volume of impressions. Programmatic guaranteed offers guaranteed impressions, fixed prices, and campaign automation.
Verve
verve.com › home › blog › back to basics: guide to programmatic deals
Back to Basics: Guide to programmatic deals
1 week ago - Demand partners can then bid on this inventory, and the highest bid wins. Inventory is not guaranteed. Also known as: private marketplace (PMP), PMP programmatic, private auction, invitation-only auction
Publift
publift.com › home › blog › what is programmatic guaranteed?
What is Programmatic Guaranteed? | Publift
September 29, 2025 - PMP offers more flexibility than programmatic guaranteed, making it ideal for advertisers who want competitive pricing and publishers who prefer not to reserve inventory for specific advertisers.
Epom
epom.com › blog › programmatic › pmp-programmatic
PMP Programmatic: How to Balance Control and Ad Efficiency
October 1, 2024 - But before jumping to conclusions, ... As we stated above, programmatic guaranteed refers to deals made between one publisher and one advertiser about the guaranteed number of impressions for a fixed price....