PMP (Private Marketplace)

A PMP (Private Marketplace) is an invitation-only programmatic deal where a publisher offers their inventory to a select group of advertisers via a private auction. Unlike open-auction programmatic (where any advertiser can bid), PMP deals include specific advertisers who have been pre-approved by the publisher. PMPs combine the efficiency of programmatic (automated bidding, real-time delivery) with the control of direct-sold (publisher chooses which advertisers can participate, often with a minimum CPM floor). In MailAdx's ad waterfall, PMP deals sit above open-auction programmatic but below guaranteed direct-sold campaigns. PMPs are popular for publishers who have existing advertiser relationships but want to automate the mechanics of buying.