Glossary A–ZLetter P
Private marketplace (PMP)
A private marketplace is a closed auction in automated advertising trading to which a seller invites only selected buyers.
Participation is controlled through a deal ID. A separate floor price and a selected part of the inventory often apply.
A sales house might, for example, open its screens in shopping centres only to a few media agencies it already works with. They bid through their demand-side platforms, and the auction runs as it would on the open market, just with fewer participants. This combines the advantages of automated buying with a known group of clients.
Compared with the open market, the seller keeps more control over who advertises on its screens and at what price; in return, the buyer gets preferential access. Operators should bear in mind that a private marketplace does not guarantee fixed quantities. Anyone who needs fixed quantities at a fixed price agrees a guaranteed deal, which works without an auction.