Private marketplace deals, or PMPs for short, are inventory deals that buyers can conclude with sellers through SSPs to guarantee access for the buyers to a certain type of inventory programmatically. A few years ago, PMPs were touted as a way that could replace direct publisher sales and in many cases this has happened; for standard display banner formats, buyers often have deals set up with publishers that allows them to activate on that publisher’s inventory without having to go through the publisher’s sales people, freeing up those sales people to work on more advanced ad executions.
All the buyer and seller have to do is conclude the deal and set it up – sometimes easier said than done. The deal can then remain available to the buyer as a doorway to that publisher’s inventory. This bring a lot of efficiency to buyers and sellers while maintaining publisher control of who is buying inventory on their properties, something that open auction buys are notoriously bad at. Continue reading Private marketplace deals in programmatic media buying