Explainer: how private marketplaces work in programmatic advertising
· 1h ago · Originally reported by PPC Land
A private marketplace is a curated, invite-only slice of programmatic advertising where a publisher opens its ad space to a hand-picked set of buyers. Access is managed through deal IDs, and sellers can set minimum prices with floors. The model sits between open exchanges and one-to-one direct deals, trading reach for control.
Why it matters
PMPs let publishers earn more from premium ad space by selling only to vetted buyers at agreed minimum prices, while advertisers get clearer visibility into where their ads run.
Explain it like I’m new here
It's like a members-only shop: only invited shoppers get in, and nothing sells below the listed price.
Terms in this story
Private marketplace (PMP)
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher lets a selected group of buyers bid on specific inventory, usually with a floor price, via a deal ID.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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