PMP advertising is one of the many acronyms used in the programmatic industry. It stands for private marketplace, and is frequently associated with customization, but what does it really mean?
PMP Advertising is a Private Marketplace for Buyers
A private marketplace within a programmatic ecosystem allows buyers to take advantage of the benefits of automation, while also ensuring that deals meet their customization requirements. This transaction type enables deals to be bought and sold programmatically, but via exclusive partners. Typically programmatic buying is done automatically through technology with minimal manual work required on the buy side. However, some marketers require additional transparency and want access to unique inventory based on campaign KPIs and brand guidelines. PMP advertising gives these buyers the best of both worlds.
When it comes to programmatic buying, there are two common routes to take. The first one, known as an open exchange, provides buyers with access to many inventory types and the ability to tap into new venues they might not have discovered on their own. While this is appealing to many buyers, especially those focused on audience-based buying, some brands also enjoy the specificity offered through a private marketplace. PMP advertising can create more room for negotiation and take into account existing relationships the buyer might already have with a supplier. PMP deals provide the opportunity for suppliers to emphasize the unique value of their inventory and create custom offerings tailored to suit specific buyers’ needs.
PMP Deals in the DOOH Industry
In the digital out-of-home industry, both transaction types for programmatic buying are available. If a buyer wants to expand reach and have their ads appear on several different venue types for maximum exposure, an open exchange could be beneficial. However, if there are specific media owners or venue screens the buyer wants to prioritize, or negotiations the buyer wants to conduct with the media owner directly, a PMP approach might be more helpful. A lot of the time, brands will use a combination of open exchange and PMP buying in order to maximize reach while also customizing campaigns to their liking.
Activating PMPs through Vistar Media
With Vistar's private marketplace deals, media owners can give media buyers prioritized access to custom groupings of inventory at fixed rates. This allows media buyers to find deals and add them directly to their campaigns through targeting. Vistar Media offers two types of PMPs today:
One-to-one: a deal between a single buyer and a single media owner, which is found in the My Deals tab within Vistar’s DSP
One-to-many: a deal between a single media owner and all buyers, which is found under the Deal Discovery tab within Vistar’s DSP
Both types of PMP deals are created by media owners through Vistar's ad platform, then made available in the buyer's account in Vistar's DSP shortly after details between a buyer and media owner are finalized offline.
Getting Started with PMP Advertising
Since 2017, Vistar Media has been allowing buyers to customize deals their way through our private marketplace. If you are interested in learning more about how to unlock this programmatic buying experience, reach out to our team for a free strategy session.