What is Private Marketplace?
Private Marketplace, also known as PMP, is an advanced form of programmatic advertising that offers more control, transparency and higher yields. It is a special type of auction where buyers and sellers enter into an agreement with predetermined terms and conditions. This allows buyers to access exclusive inventory with premium pricing and more flexibility than in an open auction.
Benefits of Private Marketplace
Private Marketplace offers many advantages to both buyers and sellers. Here are some of the main benefits:
- Improved Targeting: Buyers can access exclusive inventory that is tailored to their specific needs.
- Higher Yields: Sellers can get higher yields by negotiating premium pricing in advance.
- Reduced Fraud: Buyers and sellers can establish trust with each other and reduce the risk of fraud.
- Increased Transparency: Buyers and sellers can see exactly what inventory is available and the terms of the deal.
- Optimized Workflows: Automated workflows make it easier to manage campaigns and negotiate deals.
How to Implement Private Marketplace
The implementation of Private Marketplace requires some technical setup and negotiation. Here are the main steps:
- Establish Trust: Buyers and sellers need to establish trust with each other. This can be achieved through a mutual agreement or third-party certification.
- Set Up Technical Infrastructure: The technical infrastructure needs to be set up to allow buyers and sellers to negotiate and transact. This includes the use of programmatic platforms, APIs and other technologies.
- Negotiate Terms: Buyers and sellers will need to negotiate the terms of the deal. This includes pricing, delivery, payment terms and other relevant details.
- Execute Transactions: Once the terms have been agreed upon, buyers and sellers can execute the transactions. This is done through programmatic platforms, APIs or other technologies.
Conclusion
Private Marketplace is an advanced form of programmatic advertising that offers more control, transparency and higher yields. It is an ideal solution for buyers and sellers who want to access exclusive inventory with premium pricing and more flexibility. By establishing trust and setting up the technical infrastructure, buyers and sellers can negotiate and execute transactions through Private Marketplace.