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What is private marketplace (PMP) advertising?



Hannah Lyder

In the world of advertising, marketers and media owners are always exploring new avenues. While programmatic advertising on the open marketplace is a go-to for reaching large audiences, there's another option gaining popularity – private marketplaces (PMP). Let's dive into PMP advertising and why it's a favored choice for a more controlled and targeted approach to advertising.

Understanding Private Marketplace (PMP)

Unlike the open exchange, a PMP is an exclusive digital space where you can buy or sell selective ad spaces. It allows media owners to offer premium inventory and for marketers to gain exclusive access. 



PMP vs. Open Exchange

An open exchange is very useful, offering expansive access to advertising inventory. Ads can be strategically placed across many locations, increasing exposure to potential customers. However, PMP advertising is strategic for media owners and marketers who want a selective group of inventory. The choice between the two depends on your unique business goals.


The benefits of PMP advertising for marketers

PMP advertising is a great choice for marketers looking to refine their programmatic advertising strategies. By participating in an exclusive environment, they can access a range of benefits that result in more targeted, secure, and efficient campaigns.


Access to quality inventory

PMPs provide marketers with access to premium and exclusive inventory from reputable media owners. This ensures that ads are displayed in high-quality environments, reaching a more engaged and relevant audience.


Targeted audiences

Marketers can collaborate with media owners to define and reach specific target audiences. This focus can enhance the relevance of ads and increase the level of engagement among the audience.


Enhanced data transparency

PMPs offer a higher degree of transparency when it comes to data usage and ad placement. Marketers have more visibility into where their ads are being displayed, allowing for better optimization and strategic decision-making.


Customized deal structures

Marketers can negotiate customized deal structures with media owners within the PMP. This flexibility extends to pricing models, ad formats, and targeting criteria, enabling marketers to tailor campaigns to their unique objectives and budget constraints. 


Brand safety assurance

In the open marketplace, you have a lack of control over ad placements. It’s simply impossible for a marketer to monitor every ad space occupied. PMPs address these concerns by providing a transparent and controlled environment. Marketers can be confident that their brand is showcased in a positive light.


Priority over competition

In a programmatic bid, PMP transactions take precedence over open exchange bids. If someone is targeting a PMP, they will win in an auction over the open exchange bidder, regardless of who had the higher bid. This is very useful when a marketer already has a specific ad inventory in mind and wants to guarantee that they get it. 


The Benefits of PMP advertising for media owners

PMP advertising doesn’t only benefit marketers. It’s a major win for the media owners as well. Being a part of a high-impact, effective campaign can increase revenue streams and establish more strategic partnerships.

Premium CPMs and Revenue Potential 

PMPs allow media owners to offer premium ad inventory to select marketers, leading to higher CPMs (Cost per mille) and increased revenue. Marketers are often willing to pay a premium for exclusive access to a media owner's high-quality ad space.

Control over ad inventory

Media owners maintain greater control over their ad inventory within PMPs. They can curate a list of approved marketers, ensuring that their brand is associated with brands that align with their values and standards.


Stronger Relationships with Marketers

The collaborative nature of PMPs fosters stronger relationships between media owners and marketers. By working closely together, both parties can align their goals, leading to more effective and mutually beneficial partnerships in the future.

Increased Efficiency in Monetization

PMPs allow media owners to optimize their ad inventory more efficiently. By working with a select group of marketers, they can ensure that their inventory is fully utilized and monetized effectively.


PMP advertising in digital out-of-home (DOOH): Going beyond the online world

Just as in the online world, PMPs also present the opportunity for marketers and media owners to collaborate in the physical world. When a specific media owner or location takes precedence, a PMP gives marketers access to that premium DOOH inventory. 

Consider premium inventory as a piece of prime real estate. It's like choosing the storefront on a busy street – the ad gets noticed, and people can't help but look. By making the most of premium DOOH inventory, marketers elevate their messages and media owners increase their network’s value.


DOOH Advertising Through a PMP for Marketers

PMPs in DOOH give marketers a unique way to negotiate directly with media owners, securing priority access to premium, high-value screens. It streamlines the negotiation process and enables marketers to tailor their messages for optimal impact. PMPs also provide marketers with improved transparency into the DOOH ecosystem, offering insights into campaign performance and audience behavior, ultimately allowing for real-time adjustments and optimizations.

DOOH Advertising Through a PMP for Media Owners

For media owners operating within the DOOH landscape, PMPs offer a suite of advantages. Media owners can cherry-pick which advertisers serve ads on their screens and empower them to implement pricing strategies that accurately reflect the true value of their network. With complete transparency on the usage of their ad space, media owners can make informed decisions, optimize inventory based on performance metrics, and cultivate strong, mutually beneficial partnerships with marketers.



The choice between PMP advertising and an open exchange is pivotal for both marketers and media owners. Ultimately, the decision depends on the unique goals of the business. Recognizing the strengths of each approach allows both parties to craft strategies that align with their objectives. 

Whether you're a marketer seeking premium, prioritized inventory or a media owner aiming to maximize revenue potential, the DOOH programmatic marketplace offers a compelling space for collaboration and innovation – including access to PMPs. Craft unforgettable campaigns, grab attention, and drive engagement by embracing the power of programmatic advertising and PMPs – where strategy meets impact.

Learn more about the programmatic marketplace. 

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