PMP (private marketplace)
A PMP, or private marketplace, is a programmatic auction in which only buyers invited by the publisher can bid, under terms agreed in advance.
Between the open auction, where anyone can bid on any impression, and traditional direct buying, there are several forms of negotiated programmatic buying. In a PMP, the publisher invites selected buyers, sets a floor price and reserves inventory, and the buyers bid against each other. In a preferred deal, the buyer gets first look at impressions at a fixed price, with no obligation to buy them. In programmatic guaranteed, price and volume are locked in, as in a direct buy, but the campaign is served through the DSP.
All of them work with a deal ID, a code the DSP recognises to apply the agreed terms. For advertisers, they offer a way to know where their ads run (quality inventory, safe environments, special formats) without giving up the targeting and measurement of programmatic buying. For publishers, they are a way to sell their most valuable inventory at a better price than on the open auction.
