In PMPs, buyers and sellers can more easily work in tandem to achieve desirable outcomes, which is especially important as available consumer data diminishes. Inventory quality assurance. Publishers often package premium inventory for select advertisers through PMPs. Protection against ad fraud.

Next year, for the first time, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges. PMPs—a subset of real-time bidding (RTB) in which some sort of private deal exists between a publisher or a small group of publishers and select ad buyers—will see double-digit growth throughout the forecast period. Growth in PMP ad spending will outpace that of the open markets by about 3 to 1 in 2020 and beyond.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Koddi's Connor VanDaveer, senior program manager, Koddi Ads. He will discuss why PMPs are beneficial for sellers, buyers, and operators.

Multipublisher PMPs are possible through supply-side platforms (SSPs), but they haven’t scaled revenues, Bannister said. That could be because buyers can already reach users across multiple sites through audience buys in their demand-side platform (DSP).

Private Marketplace (PMP): Auction owned by a single publisher or a small group of publishers and open only to an invite select number of buyers; also called a private exchange, private auction, or PMP.

On mobile—where, again, real-time bidding (RTB) as a whole accounts for an even smaller share of the total—PMP spending will surpass open market spending this year.

The remainder of programmatic transactions will be done via real-time bidding (RTB), by using private marketplaces (PMPs) or open exchanges to manage auctions. PMP’s share of RTB has traditionally been higher in Canada than in the US—this year, it will be 56.0% in Canada.

Wally Badalamenti, PMP, is senior manager, data, analytics, and innovation at Gerber Life Insurance. Wally is an advocate for life insurance and a champion of data-driven marketing. He has been recognized for leading award-winning digital transformation efforts and cultivating long-term marketing technology and insurance tech partnerships.

Private marketplace (PMP) is an auction owned by a single publisher or a small group of publishers and open only to an invited select number of buyers; also called a private exchange or private auction.

However, that power dynamic flipped in 2020, with PMP ad spending surpassing open exchange ad spending in the UK for the first time. A 2.4% decline in open exchange spending, combined with a strong showing for PMPs, hastened this trend—12.2% UK PMP ad spending growth in 2020 represented the largest increase for all the transaction types we track.

Ad fraud rates are highest on open marketplaces, but fraud can happen within PMPs too, according to John Ross, associate director of CTV products at DoubleVerify. “Anyone can kind of setup a PMP,” Ross said. “It doesn’t necessarily require a real-life relationship between two companies.”. According to Ross, it isn’t unusual for so-called premium CTV publishers to use extension networks.

Ad fraud rates are highest on open marketplaces, but fraud can happen within PMPs too, according to John Ross, associate director of CTV products at DoubleVerify. “Anyone can kind of setup a PMP,” Ross said. “It doesn’t necessarily require a real-life relationship between two companies.”. According to Ross, it isn’t unusual for so-called premium CTV publishers to use extension networks.

More recently, private marketplaces (PMPs) have gained share as publishers often form their own marketplace or join a consortium. On the PubMatic platform, for instance, PMP app spending grew 391% between late February and late June this year.

This initiative complements efforts by GroupM unit Mindshare, which launched “inclusion” private marketplaces (PMPs) this year for media owned by and/or focused on the LGBTQ and Black communities. Both PMPs provide brand safety while combatting keyword exclusion lists in programmatic ad buying.

Our November 2019 update, “UK Programmatic Digital Display Ad Spending: Growth Underpinned by Social Spend and Programmatic Direct,” noted that GDPR hadn’t been much of a growth inhibitor in terms of programmatic display ad spending, once the initial disruption was past—though it had helped steer more euros to private marketplaces (PMPs) and programmatic direct deals.