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.