Picnic Introduces Optimised Private Marketplace Deals Using Placement-Level Data
· 2h ago · Originally reported by ExchangeWire
Picnic has launched Optimised PMPs, a new type of private marketplace deal that leverages placement-level quality data. This approach allows buyers to select which impressions to bid on and determine bid values based on specific campaign goals.
Why it matters
This development gives advertisers more control and precision in their programmatic buying, potentially improving campaign effectiveness and reducing wasted ad spend.
Explain it like I’m new here
It's like only picking the best apples from a basket instead of buying the whole basket, so you get better value for your money.
Read the original at ExchangeWire
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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