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
Lotame
lotame.com › home › understanding private marketplace programmatic: a comprehensive guide
Guide to Private Marketplace Programmatic
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.
AppsFlyer
appsflyer.com › appsflyer homepage › private marketplace (pmp)
What is a private marketplace (PMP)? | AppsFlyer glossary
September 13, 2023 - The RTB process gleans instant information about the user, and PMP includes information on the audience and their location, which allows advertisers to target specific audience segments with their ads. For years, the open exchange has been the most common form of programmatic advertising.
What exactly is a PMP deal in AdManager? There seems to be a lot of confusion?
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. More on reddit.com
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February 12, 2023What’s everyone’s opinion on PMPs?
coming from publisher side, pmp activation with buyers opens the door to more commitment/pg campaigns if they notice the pmp is thriving More on reddit.com
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January 5, 2025PMP 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, 2024PMP deals
Most pubs would be happy* to offer you a suite of PMP house deals that you could tap into anytime. Can be set with no expiry but ssp depending they will disable if inactive for a period of time More on reddit.com
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July 20, 2023Videos
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 ...
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 ...
Advant Technology
advanttechnology.com › private-marketplace-deals-pmps
Private Marketplace Deals (PMPs) | Blog | Advant Technology
January 15, 2025 - PMPs, or private marketplace deals, are invitation-only deals where publishers invite select buyers to purchase ad inventory in programmatic 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.
Avenga
avenga.com › insights › understanding rtb, programmatic direct and private marketplace
RTB, PMP, and Programmatic Direct
October 2, 2025 - Unlike traditional RTB auctions where the advertisers know little about the media buy (e.g. ad placement), PMPs provide both advertisers and publishers with transparency around ad placement and even pricing. Transparency on purchased inventory and pricing. The publisher and advertiser both have a very clear idea of what kind of inventory they are buying, what CPM needs to be paid, and the type of creatives that are being displayed to users. Programmatic efficiency.
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 - Out of all forms of programmatic ... and thousands of advertisers are competing for RTB inventory. PMP stands for Private Marketplace....
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?
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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.
StackAdapt
stackadapt.com › resources › blog
Open Marketplace vs. Private Marketplace | StackAdapt
May 26, 2025 - This is extremely beneficial to advertisers because it enables them to reach the right users in a scalable, flexible, and transparent way. The private marketplace (PMP) is another method for programmatic inventory to be sold and purchased.
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.
Reddit
reddit.com › r/programmatic › what’s everyone’s opinion on pmp’s?
r/programmatic on Reddit: What’s everyone’s opinion on PMP’s?
January 5, 2025 -
Personally I see no value unless they are incremental, some form of unique demand or truly lead to greater PG or direct relationships.
Ultimately it’s just a way for buyers to track, get better rates and be higher in the auction.
I say this after working on the DSP side and media owner.
Happy to be proven wrong and open to discussion but I see no real value in them.
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coming from publisher side, pmp activation with buyers opens the door to more commitment/pg campaigns if they notice the pmp is thriving
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Access to premium inventory wouldn’t necessarily get on Open since it usually sells out via PMP/PD/PG. e.g video inventory. But I know some buyers who couldn’t care less and just want the cheapest cpms which no way I can convince them.
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.
AdPushup
adpushup.com › blog › programmatic › 4 programmatic deal types: when and why to use each
What Are the 4 Types of Programmatic Deals? A No-Fluff Breakdown
May 27, 2025 - What is a PMP deal? It is an invitation-only real-time auction. Publishers send an invite to various advertisers and demand partners to place their bids on the available inventory. Within the private marketplace, buyers participate in the deal with ‘first look’ criteria and then decide whether to buy it or not. Meaning, before making any promise to purchase the inventory, the buyer is first allowed to check the inventory to see whether it matches the buyer’s requirements or not.
Bidswitch
blog.bidswitch.com › programmatic-deals-101-what-every-marketer-needs-to-know
Programmatic Deals 101: What Every Marketer Needs to Know
December 18, 2024 - In this setup, the buyer gets first-look access to a publisher’s placements before the inventory is made available to others in a Private Marketplace (PMP) auction or open auction, but the inventory is not exclusively reserved for them unless ...
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 - According to eMarketer, companies are expected to spend $123.22 billion on programmatic advertising by the end of 2022. 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). In this article, we take a closer look at PMP advertising and offer insight into why this shift is occurring and what it may mean for your business.
SmartyAds
smartyads.com › home › blog › programmatic 101
Exploring PMP: What is the Private Marketplace About?
December 13, 2023 - To understand pmp advertising meaning for advertisers, let's first start with definitions: PMP private marketplace is a customized programmatic private auction based on exclusive invitations for a number of selected demand and supply partners.
Verve
smaato.com › home › blog › back to basics: guide to programmatic deals
Programmatic Deals - A Guide to Understanding Key Types
October 28, 2025 - In milliseconds, the system chooses ... (RTB). A private marketplace (PMP) is an invitation-only programmatic auction where premium publishers offer ad inventory to select advertisers....
Eskimi
eskimi.com › blog › types-of-programmatic-advertising
Types Of Programmatic Advertising: The Ultimate Guide
November 10, 2025 - PMP still works on a bidding basis where out of invited advertisers, the highest bidder wins. However, this doesn’t guarantee ad inventory. PG is a direct agreement between the advertiser and publisher to buy/sell a particular ad placement for a fixed price, ensuring that the ad will be displayed and the placement gets filled. Premium inventory. For advertisers, programmatic guaranteed allows accessing premium, hand-picked ad placements that are highly relevant to their target audience.