PMP | Moment 5 - What is PMP?
What is a Private Marketplace (PMP)?
It's an invitation-only Real-Time Bidding (RTB) auction that allows 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.