What Is a Private Marketplace? A Private Marketplace, or PMP, is a programmatic auction where select advertisers get exclusive or preferred access to a publisher’s premium ad inventory. Unlike open exchanges, where any buyer can bid, PMPs are invite-only and allow direct negotiation of terms. This setup gives publishers better control over ad quality, pricing, and buyer relationships — often resulting in higher CPMs and fewer ad quality issues. How PMPs Differ from Open Exchanges Open auctions are like crowded bazaars: lots of buyers, quick decisions, and fluctuating prices. PMPs, on the other hand, are more like boutique showrooms — curated and controlled. Buyer exclusivity: Only pre-approved DSPs or brands can participate Fixed or minimum pricing: Negotiated floor prices reduce underbidding Stronger data usage: More contextual or first-party data can be offered As a result, PMPs are ideal for publishers with strong content and loyal audiences. Why Publishers P...
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