Private Marketplace (PMP)
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher offers select inventory to a curated set of buyers at a negotiated floor price, usually via a deal ID.
Key takeaways
- A PMP is a curated, invite-only auction between a publisher and chosen buyers.
- Transactions are keyed to a deal ID that carries the negotiated terms.
- PMPs sit between the open auction and programmatic guaranteed on the control spectrum.
- Preferred deals are a related fixed-price, non-auction variant.
Deal IDs and how PMPs transact
A PMP is operationalized through a deal ID: a unique identifier the publisher shares with a buyer that encodes the agreed floor, inventory, and audience terms. When a matching impression appears, the deal ID is attached to the bid request so the invited DSP can bid with priority over the open auction.
PMPs, preferred deals and guaranteed
Within private deals, an auction PMP still runs competition among invited buyers above a floor. A preferred deal is a fixed-price, first-look arrangement with no auction. Programmatic guaranteed goes further, committing fixed volume at a fixed price "” effectively a direct buy executed through pipes.
| Mechanism | Deal ID carrying negotiated terms |
|---|---|
| Access | Invitation-only, curated buyers |
| Pricing | Negotiated floor, then auction |
| Neighbors | Preferred deals, programmatic guaranteed |
Frequently asked questions
What is a deal ID?
A deal ID is the identifier that ties a bid request to a pre-negotiated private deal, telling the buyer's DSP the agreed terms and giving it priority access to that inventory.
Why do buyers use PMPs instead of the open auction?
PMPs offer more transparency, better inventory quality, and negotiated terms, in exchange for less reach than the fully open marketplace.