Private Marketplaces, or PMPs for short, are programmatic auctions where the advertiser and publisher trade based on an agreed deal: price, volume, and duration. The deal may be for an ad format or targeting a specific audience segment. These auctions differ from Open Marketplace (OMP for short) as they are accessible only via a deal ID generated by the publisher on their SSP platform. Advertisers must specify the deal ID at the line item level to target a PMP.
Several use cases may drive the need to use a PMP:
- Brands concerned about transparency and ad placements may prefer to trade via PMPs per exchange. That secures placements by the publisher, ad format, and exchange.
- Transparency around pricing: brands can negotiate deals directly with publishers, using the DSP as an ad server and targeting platform.
- Contextual targeting: As an alternative to paying additional CPMs for third-party data, an option could be to create brand-safe, vertical, and contextually relevant PMPs across several exchanges to reach their target audiences. Here, the brand gets price, publisher, and placement transparency.
- For performance campaigns (app installs or lead generation), it may make sense to create PMPs to scale volume on publishers where performance is exceptional.
Astrad has a deal page on the platform where advertisers can manage all their PMP opportunities in one place. A deal group can be one of more deal IDs from any number of exchanges, and advertisers can modify the deals anytime. Given that each deal may have special conditions, there is also a helpful label field where advertisers can document all the relevant information. This removes the need to trawl through email threads searching for specific agreed-upon conditions.
Most DSPs encourage direct communication between the brand and advertiser as it removes the unnecessary involvement of the DSP’s supply team acting as a messenger. Also, some brands have more vital negotiating positions!
For more information about using PMPs with Astrad or how to get started, contact us.
