Programmatic

Private Marketplace (PMP) — Definition & Explanation

An invitation-only programmatic auction where a publisher offers inventory to a select group of buyers. PMPs typically have floor prices and curated buyer access, providing more control than open auctions while maintaining programmatic efficiency.

How Private Marketplace (PMP) Works

PMPs use Deal IDs that are shared with approved buyers. When an eligible impression fires, the bid request includes the Deal ID, and approved buyers bid in a private auction before (or alongside) open auction demand.

Why Private Marketplace (PMP) Matters for Publishers

PMPs allow publishers to create premium inventory tiers for their best performing placements and audiences, consistently achieving 30-60% higher CPMs than open auction.

Frequently Asked Questions

Who can access a PMP?

Only buyers who have been given the Deal ID can bid in a PMP. Publishers control who receives access, enabling curated buyer relationships.

How does Stellor help publishers build PMP deals?

Stellor's demand partnerships team actively connects publishers with PMP buyers based on their traffic profile and content category.

What CPM premium do PMPs command over open auction?

PMPs typically command 30-60% higher CPMs than open auction for the same inventory, with premium content and audiences achieving even higher premiums.

Related Terms

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