A private marketplace (PMP) allows select buyers to bid on a publisher's premium inventory in a real-time bidding auction prior to lower tiered open exchanges. PMPs provide contextual targeting, data, custom deal terms, and prioritization of ads. They ensure quality by maintaining a gated environment for advertisers. Research shows ads on premium publishers drive 67% higher brand lift, as the contextual environment and association with the publisher brand create a "halo effect" that positively changes how consumers think and feel about brands. To work well with publishers programmatically through PMPs requires transparency, understanding each partner's contributions, flexibility, and expecting a partnership rather than a one-sided relationship.

1. How a PMP Actually works
Jana Meron
VP Programmatic & Data Strategy

2. 2
Agenda
• What is a PMP?
• What are the ingredients for a successful PMP?
• PMP = Quality
• Best practices
• Key Takeaways

3. 3
WTF — PMP?
• A Private Marketplace is an RTB auction where a publisher allows select​
buyers to bid on their premium inventory. In many cases buyers are allowed
to bid prior to lower tiered open exchange partners.

4. 4
Private Marketplaces
Eliminate the waste – highly custom
Priced fit to individual need, not set packages

5. WHAT YOU GET WITH A PMP…
Contextual Plus
Data
Custom Deal Terms
Prioritization
Fresh Cookies
Value is
created/gained
from working with
specific media
brand

6. 6
WTF — What are the Ingredients?
• Supply Side Platform
• Demand Side Platform
• Specificity
• Deal ID

7. 7
PMP = Quality
Private Marketplaces:
• Allows clients preferred
access to inventory
• Better, more direct service = better
experience on both sides
• Gated access – maintains the
quality of our environment

8. 8
Environment Drives Tangible Results
Premium (DCN) Publishers drive
67% higher brand lift overall,
providing definitive proof that
premium drives performance.
Publishers must arm themselves
with this information to demonstrate
their true value to advertisers and
remind them of the risk they run
when they don’t know where
they’re being seen.
1 There is proof that
premium publishers
drive premium
performance for
brands.
The Halo Effect speaks to
consumer recognition and the
value of premium content. While
premium publishers also provide
higher viewability, the context of a
clean, well-lit environment and
association with the publisher
brand are the primary drivers of
advertiser brand lift.
2 The value of premium
comes from the halo
effect of the contextual
environment in which
ads are seen.
The largest brand advertisers focus
most of their energy on long-term
brand-building effects, with
favorability and consideration key
among these. There’s an
opportunity to prove to these
advertisers in CPG, Auto, Telecom,
etc. how your environment is
beneficial in helping meet their
advertising objectives.
3 Premium content is
especially good at
changing how
consumers think and
feel about brands.

9. 9
Working Better With Publishers Programmatically
Be transparent.

10. 10
Working Better With Publishers Programmatically
Understand
who’s bringing
what to the table

11. 11
Working Better With Publishers Programmatically
Be
flexible.

12. 12
Working Better With Publishers Programmatically
Expect
partnership.

13. 13
Key Takeaways – Do’s & Don’ts
• PMPs are a great way to buy high quality inventory on a non-guaranteed basis
• PMP’s DO require partnership between buyers and sellers
• DO make sure your tech is set up optimally
• DON’T set it and forget it

14. Questions?

15. Thank You!