WHAT IS A PRIVATE MARKETPLACE (PMP)?

An invitation only Real-Time Bidding (RTB) auction, allowing 
buyers and sellers greater exclusivity and control over partnerships, pricing and inventory, and specifications.

• While open exchanges make up the majority of RTB digital display 
  dollars, in the next year, marketers are expected to allocate 25% of their 
  programmatic budgets to private marketplaces.

• The popularity of PMPs is due to the ability to create custom package 
  prices, utilize relevant  targeting segments, and access levels of 
  transparency not offered with open exchanges.