How a PMP Actually Works, WTF Programmatic, December 2016
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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.
How a PMP Actually Works, WTF Programmatic, December 2016
- 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!
Editor's Notes
- #9: I’m not just saying this b/c I am a premium publisher there was a recent report by the DCN that found that the environment in which your ad is seen has an impact on the perception to the consumer and the impression that it leaves with your potential customers.