., private marketplace, or PMP) deals. Publisher first-party segments can include data that publishers collect from either or both authenticated and nonauthenticated users. Publishers will sometimes sell high-value segments containing user information about authenticated users (e.g., CEOs who read The Wall Street Journal).

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.

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.

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.

Programmatic advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.

eMarketer forecasting director Shelleen Shum explores our adjusted numbers for mobile’s share within programmatic and the influence of social networks and private marketplaces in the US. Watch now.

Due to the scarce inventory and high prices of CTV ads, streaming ad sellers place guardrails on their programmatic sales, using tactics like programmatic guaranteed deals and private marketplaces. Acting on Opportunities. CTV advertising can be purchased quickly via automation, it’s targetable, and it reaches young viewers who advertisers struggle to connect with.

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.

Premium publishers with a lot of insights about their audiences will be able to offer publisher-created segments in private marketplaces, while others will have trouble attracting as much investment outside the open markets. Consider working with an SSP.

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.

The same dynamics will likely also shift more advertising into private marketplaces. “[In these partnerships], the supply and demand side trust each other; they understand the terms of the agreement,” said Kevin Hunt, senior vice president of global marketing at video ad serving platform SpotX.

Mobile’s lag in programmatic adoption beyond the social networks is more clearly visible when looking at open vs. private marketplace investment. Whereas PMP ad spending will overtake open exchange ad spending for the broader programmatic category in 2020, this won’t happen in mobile until 2021.

This summer, Amazon announced it would be opening up its private marketplace (PMP) of video inventory to third-party DSPs The Trade Desk and dataxu. Included in this PMP is coveted Amazon Fire inventory. The Trade Desk CEO and founder Jeff Green hailed the deal in an internal memo as “a victory for the open internet,” in an implicit contrast with how Google sells YouTube inventory.

Private setups like private marketplaces (PMPs) and programmatic guaranteed deals are accounting for a larger share of programmatic display spending. And advertisers may not use as many partner services in those transactions (e.g., buyers may forgo brand safety verification in a programmatic guaranteed deal with a known premium publisher).

Longer term, those uncertainties—and fear of fines—will drive greater interest in more direct, private setups like private marketplaces (PMPs) and programmatic direct so buyers and sellers can be sure their counterparts are using data that’s legitimate, consented to and safe. This is one major factor driving greater ad dollars into PMPs and programmatic direct transactions through 2021.

Digital Display Ad Spending Transacted via Private Marketplaces. Programmatic Display Ad Spending, by Device. Mobile Programmatic Display Ad Spending, by Transaction Method.