{"id":4930,"date":"2017-07-25T09:21:00","date_gmt":"2017-07-25T07:21:00","guid":{"rendered":"https:\/\/yieldbird.com\/?p=4930\/"},"modified":"2024-07-22T19:27:15","modified_gmt":"2024-07-22T17:27:15","slug":"scale-businesses-globally-pmps","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/scale-businesses-globally-pmps\/","title":{"rendered":"Why Do We Scale Up Businesses Through PMPs?"},"content":{"rendered":"\n

Private Marketplaces are on the rise and in the spotlight, with publishers and advertisers trying to increase their revenue in multiple markets. <\/p>\n\n\n\n

PMPs To Outpace RTB in 2018<\/h2>\n\n\n\n


The number of publishers selling ad inventory in Private Marketplaces is said to be on the rise. PMPs<\/strong>, which means preferred deals or private auctions, are particularly in season now. According to Zenith Media<\/b><\/a>, a large and growing number of publishers were using this model in the past year. PMPs are set to be the quickest premium programmatic buying product that\u2019s easily adaptable to most markets, followed only by preferred and guaranteed deals in the upcoming year. Zenith reports that PMPs will likely outpace open RTB buying in the US by 2018, reaching $9.4 billion in spending, as opposed to $5.5 billion via open exchanges. <\/p>\n\n\n\n

The number of publishers selling ad inventory in Private Marketplaces is said to be on the rise. PMPs, which means preferred deals or private auctions, are particularly in season now. According to Zenith Media<\/b><\/a>, a large and growing number of publishers were using this model in the past year. PMPs are set to be the quickest premium programmatic buying product that\u2019s easily adaptable to most markets, followed only by preferred and guaranteed deals in the upcoming year. Zenith reports that PMPs will likely outpace open RTB buying in the US by 2018, reaching $9.4 billion in spending, as opposed to $5.5 billion via open exchanges. <\/p>\n\n\n\n

Publisher\u2019s focus \u2192 PMPs<\/h2>\n\n\n\n


PMP deals offer programmatic inventory<\/strong> and are always done directly between an advertiser\/agency and a publisher. An increasing number of publishers sell their inventories in Private Marketplaces through preferred deals or private auctions. This is mainly because notable media agencies declare in advance how much they\u2019re willing to spend on inventory.<\/p>\n\n\n\n

And that\u2019s something publishers can appreciate, bringing them benefits through long-term revenue, less low-quality ads displayed, and more time to boost the user experience.<\/p>\n\n\n\n

In the Preferred Deal model, the prices of eCPM are usually 3 times higher than in the open market. In Private Auctions, it\u2019s between 120% and 200% of the open market\u2019s price. So there\u2019s no doubt about what drives publishers to set up deals for their buyers. As they say, money makes the world go round.<\/p>\n\n\n\n

\"pmp<\/figure>\n\n\n\n

Advertiser\u2019s target \u2192 PMPs<\/h2>\n\n\n\n


That\u2019s fine for publishers, but what makes advertisers spend more if they can get the same product in open auctions for less? Well, some advertisers are expecting a 100% shift in display and video spending done in traditional channels, with mature markets to gradually become programmatic. To make a long story short, here are the key perks for any advertiser or agency:<\/p>\n\n\n\n