Know The Place Of The Private Marketplace In Marketing
People who are active in digital marketing are undoubtedly aware of the concept of programmatic buying.
Private marketplace is the advanced concept of programmatic marketing.
If you’re conscious about your brand image and don’t want to take the risk, then the private marketplace is for you.
It aids both buyer and seller to get what they are looking. For an advertiser, they get the right place to display their Ads. And for publishers, they get the right price for their Ad space in a transparent manner.
Let’s get into this topic in detail how can media buyers and publishers benefit from it.
First, know what a private marketplace is?
A private marketplace is real-time bidding based on invitation only. It means some specific premium publishers invites some specific advertisers to bid on their inventory.
Private marketplace also referred to as PMP programmatic.
PMP digital advertising is different from the open marketplace. It gives priority to the buyers to purchase inventory before it becomes accessible in the open marketplace.
Inventory purchase in PMP programmatic is transparent. The buyer knows an exact site on which ad will going to run. It completely bypasses the ad exchange.
Now you’re clear with the private marketplace, let’s see-
How does Private marketplace works?
Unlike programmatic media buying, where buyers and advertisers connected through an Ad exchange, DSP and SSP.
In the private marketplace, DSP (Demand- Side platform) or buying platform directly joined to the premium publisher’s Ad space source.
Examples of some DSP’s include–DBM, AdRoll, The Trade Desk, Adobe Ad Cloud, Adelphic, AppNexus, Adform, Bidtellect, Basis, Sociomantic, Oath, StrikeAd, Rocketfuel (Sizmek), StackAdapt and many others.
The Ad space transaction is within an auction environment, but the conditions of the deal are pre-negotiated between the media buyer and publisher, and the advertiser needs to approve.
PMP marketing involves more manual process than an open exchange process.
For every deal, a unique identifier is created to define the terms and conditions of that particular deal that accepted between the buyer and seller. That specific identifier referred to as a ‘deal ID’.
Deal ID permits you to quickly wind up at premium placements on demand through your buying platform or DSP. Also, enable you to apply your first-party data to any premium placements.
Why we need premium placements?
When you already used open exchange platform, you will get the knowledge which inventory suits better for your business.
Later, instead of buying Ad space in bulks with deal ID’s you can purchase only inventories which fetch you results.
It’s comfortable with deal ID’s to apply every strategy and technique and save your marketing cost from buying unnecessary impressions.
In PMP advertising, you will get premium access at much lower cost than you may get with programmatic direct. The price generally lies in between open exchanges and direct programmatic rates.
In open exchange, you buy a list of impressions and hopes that the people you want to target meet with one particular publisher. Here you’re losing some amounts unnecessarily without any outcome.
In PMP programmatic, you can have the option to choose the particular sites which best meet your target audience. Instead of buying a list of impressions which don’t provide you result better to buy impressions that are relevant to you.
Now you’re aware of the private marketplace. You are definitely thinking of how PMP is different from an open marketplace. Let’s check
Why go for PMP instead of the open marketplace?
People are more inclined to PMP than open marketplace because of its benefits which provides flexibility, good conversion results and others.
However, the use of PMP or open exchange depends on the buyers need. Let’s point out the reasons to choose PMP advertising over the open marketplace.
- If you already implemented open marketplace and knew which sites provided you with the best result. In this case, you can try PMP by buying impressions which suits you.
- There is some Ad space which provides high impact to you, and with open marketplace there are possibilities is that it may not be available.
- When the goal of the campaign is viewability, you must consider this.
- In case, when an advertiser gets blocked in the open marketplace.
- When you want to know where your Ads are running like at a particular site.
- When you need a specific package from a publisher.
Why is PMP getting upswing?
Programmatic buying has lots of benefits, and it’s made the advertisers load, down to much extent. Still, the advertisers didn’t attain stability they are worried of factors like- viewability, brand safety, data capabilities, inventory quality, and transparency.
To tackle the issue of advertisers’ concerns, publishers started offering premium page placements and inventory, high-effect Ad units and the usage of first-party data through PMPs.
Because of that; the advertisers get more inclined towards PMP digital advertising than open marketplace to safeguard their brand.
To illustrate, about 95 per cent of ESPN’s (formerly an initialism for Entertainment and Sports Programming Network) programmatic buying managed through PMP’s. ( Source: digiday.com)
Consider for example
If you’re looking to buy a mango, you can find anywhere in the market. Because in the market different farmers come to sell mangoes from their trees. That is, buying a mango from the market is like as open marketplace.
However, if you’re looking for some specific mango variety and with good quality, you need to pay extra from the normal. Here you’re competing with other buyers. That is, buying a specific mango from the market is like as private marketplace.
Benefits of PMP’s
Private marketplace programmatic associated with many benefits that help the advertiser to reach their marketing goals. Let’s put light on some of them:
Advertiser’s gains the abilities to efficiently and quickly buy Ad spaces live on top tier websites or even packages of Ad spaces on specific segmented verticals.
Reaching an industry standard
It’s available on almost every largest programmatic exchange which includes- AppNexus, DoubleClick Ad Exchange, Kantar Media and MediaOcean.
Transparency at both side
The advertiser gets the bright idea about which type of inventory suits better for their business. Also get to know the complete view of their running creatives.
The publisher can understand which advertiser to target for selling their inventory and even they get to know for which business they inventory suits better.
Can bypass direct sales team
PMP marketing avoids the need for the direct sales team and replaces it with the technology. Maintaining a direct sales team is quite expensive and time-consuming when compared to implementing the technology.
PMP digital advertising is still a new concept for most of the marketers. Slowly it is gaining strength in the market, and surely it will become a vital part of the ecosystem in the coming years.
Ad technology continues to grow with new concepts and ideas to make it advanced and integrated.
Let’s look into deeper understanding the benefits of PMP to an advertiser and publisher individually:
Benefits to advertisers
The first benefits the advertisers get from the PMP marketing is they get a first look at the premium available Ad space that is not possible with the open marketplace.
In PMP programmatic, Ad spaces are at a premium cost, so before buying it, the advertiser can analyse and determine whether it’s worth to go with the high-quality media placements. It gives media buyers a clear idea of what kind of inventory they are buying and at what price.
Media buyers get the power to efficiently, quickly and effectively publish Ads on premium inventory on specific portioned verticals.
Benefits to publishers
Publishers get the benefits from their every inventory sold, but with PMP advertising they will get the best pricing, command over the media, and persistent purchaser relationships.
PMP programmatic provides an opportunity to gain better CPMs from their premium inventory and get higher pricing than the open auction.
PMP deals offer publishers different options to broaden their offerings which include- using first-party data to enrich Ad space divisions. It creates direct relationships which lead to further opportunities.
To Sum up
Private marketplace is real-time bidding where a selected number of publishers invite a selected number of advertisers to bid on their premium Ad space available.
The deal between them identified with a unique identifier referred as deal ID.
It’s an advanced way of programmatic advertising to benefit both the buyers and sellers based on their business needs.
When compared with the open marketplace, PMP has some plus point that made people incline to it.
Hope you’re now lucid with the concept private marketplace and its benefits to the advertisers and publishers.
Please do comment and reply your experience with private marketplace auctions and how you get benefited from it.