Growth of the Private Marketplace
Programmatic deals in the private marketplace have been growing significantly in popularity. How do they benefit both publishers and advertisers?
Programmatic deals in the private marketplace have been growing significantly in popularity. How do they benefit both publishers and advertisers?
Private marketplace (PMP) deals have been gaining momentum as one of the most efficient and brand-safe ways of increasing exposure for programmatic display advertisers. Publishers, platforms, and advertisers need to get on board with the future of PMPs and ensure they have the resource and tools needed to stay ahead of the ever changing game.
PMP deals are a step between the open real-time marketplace and reservation buys. They allow publishers to offer their premium inventory to a smaller advertiser auction, meaning advertisers can access premium inventory via a smaller and less competitive auction. Publishers like eBay, Amazon, FT, and LinkedIn are constantly expanding and improving their PMP offering, making this way of buying inventory increasingly attractive for advertisers.
PMPs are still relatively new and publishers and platforms alike are still organising themselves to provide the easiest solutions to advertisers. Current issues include publisher teams being focused on direct buys rather than giving enough capacity to PMPs, and ad platforms lagging behind on ensuring their tools allow for booking ease between publishers and advertisers.
The future is bright for the private marketplace and programmatic display. When all three parties see the potential and commit fully to PMPs, the benefits will be seen by all.