Online advertising is a marketing strategy, it obtains website traffic and delivers marketing communications to the right customers. Online advertising is geared toward defining markets through unique and useful applications. These ads can be viewed by millions of people while being displayed all day and night. Mobile advertising is still growing; many media buyers still need to be convinced that mobile is where to start putting their money. But the market is growing fast, and it is showing how it can be a very personal and effective way for advertisers to reach consumers on the technology.
Here two key transaction methods within a programmatic ad exchange. The buying and selling happen in a public or private marketplace.
The public marketplace requires no contact between the buyer and seller. It’s looking upfront, an auction happens, and the highest bidder wins according to the buyer and seller’s general requirements, often based on category, size, geography, domain and floor rate. But in the private marketplace, here buyers and sellers participate privately on an invite-only basis, which in most cases entails an ongoing partnership between the two. The advantage here is that both the buyer and seller can create deals that best fit their needs.
PMPs are now a prevalent method of programmatic trading. Private marketplaces are a new topic among publishers and advertisers.
How exactly will PMPs work in programmatic advertising?
Private Marketplace Deals are an appeal only real-time bidding auctions where quite a lot of publishers invite a select number of advertisers to buy their inventory. PMPs give constricted control on which kinds of advertisers and creatives will be displayed on their site, in private marketplace, the publisher and advertiser both have a very clear idea of what kind of inventory they are buying, what CPM needs to be paid. Advertisers can quickly and effectively set new buys live on top-tier websites.
What is in it for Publishers and Advertiser?
PMP deals permit publishers to remain in a controller of the advertisers serving creative on their website. It’s imperative for many high-quality publishers to maintain a level of brand security regarding the ads served on their site. PMPs permit them to choose who is eligible to enter their private auction.
PMPs permit advertisers to programmatically target premium inventory, which is not obtainable in an open exchange. This inventory arises at a top cost, so advertisers important control whether the high-quality placements they’re reaching are worth the investment.
Why is it important?
In a private marketplace, buyer and seller associations are transparent. Advertisers know what sites they are buying. Publishers know who they are working with them. An open exchange, Advertiser the do not know what ad will run. The Publisher also does not know where their ad will run.
Types of Private Marketplaces:
- Preferred Deal: Preferred deals grounded on direct contracts between buyers and sellers were advertisers approach the publishers about specific ad sizes, placements and audiences and the two parties negotiate a specific fixed price for the impressions amongst themselves.
- Contextual Relevancy: Site category does this type of deal. Contextually relevant deals allow you to general goal demographics without having to layer in any data, making targeting a tiny easier.
- Curated Deal ID: Deal ID is a unique number for each of the deal completed between Advertiser, brand, agency, and publishers, it’s attached to the ad impression request. This Deal ID connects SSPs and DSPs through a “unique identifier” that lays out concrete it can use in private marketplace.
Private Marketplace straight deals can help to solve some of these problems. An advertiser can set up a direct deal with a publisher to offer them with the first aspect of specific inventory. It can allow them to recognise specific inventory where they want to display their ads, and they can have sureness that displayed in sections. It can help to provide more quality control for both advertisers and publishers and help to remove some of the unknown from the process.