• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
November 26, 2014

Evolution of Programmatic Buying – Private Marketplace

Posted by Cristina Freeman

According to eMarketer, US advertisers will spend more than $9 billion on programmatic advertising by 2017. Programmatic has changed the way advertisers and agencies purchase media as it allows to deliver at scale, targeted and relevant ads in real time to consumers.

Programmatic offers different ways of buying display, video and mobile inventory. One method that is becoming more popular for the last few months is Private Marketplace deals (PMP). Private Marketplace is an invitation only marketplace which allows advertisers to programmatically target premium inventory, which is not available in an open exchange.

As inventory transparency becomes more important due to issues with brand safety and viewability, Private Marketplace is a great way to access premium inventory that once was only available via direct buys.

This inventory is typically offered at a premium cost that can be negotiated depending on the type of PMP deal one chooses to use. Here are two ways of accessing this premium inventory through programmatic:

Private Marketplace

  • Access to premium publishers
  • Access to custom ad formats
  • Optimization controls
  • Scale across diverse inventory set
  • Layer audience targeting
  • Inventory is not guaranteed
  • Inventory is purchased via private fixed rate or private auction

Automated Guaranteed

  • Access to premium publishers
  • Access to custom ad formats
  • Inventory is guaranteed
  • Inventory is purchased via fixed rate only
  • This option is very similar to purchasing direct

Private Marketplace is relatively new and publishers and platforms are still working through a few hurtles to provide an easy solution to advertisers. Thus, as this type of programmatic buy continues to evolve, it will become easier for advertisers to access this premium inventory via the platforms.

Also, don’t forget to leverage the site performance data from the exchange in order to identify and secure more inventory from premium publisher sites. Private Marketplace should be a complimentary addition to any branding and DR campaigns as it allows for more access to premium inventory.

displayprogrammatic
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020
  • A Closer Look at the Congressional Big Tech Market Power Report
  • What to Know About Reddit

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.