Advertising
Private Marketplace (PMP)
A private marketplace is an invitation-only programmatic auction where select advertisers can bid on premium ad inventory from specific publishers. It offers more transparency and brand safety than open exchanges while maintaining the efficiency of real-time bidding.
Examples
A financial services advertiser joins a PMP with top business publications, gaining access to premium inventory not available on the open exchange with verified brand-safe contexts.
Best Practices
Negotiate clear deal terms including floor prices and targeting capabilities, monitor win rates and adjust bids accordingly, and use PMPs for campaigns where context and quality matter most.