The dream of a fully open and accessible internet for digital advertisers has taken a lot of shots in the last few years. At this point, it’s safe to say the digital ad buying landscape will remain fragmented for the foreseeable future.
So how can we make the digital media buying experience as efficient as possible for today’s advertisers? In my opinion, it starts with taking a deep dive into private marketplaces (PMPs) that are accessed programmatically.
What is a Private Marketplace (PMP)?
A PMP is a deal that is negotiated with a publisher or exchange that provides access to specified inventory.
These deals are bought programmatically so you can leverage economies of scale across various PMPs as well as open exchange buys at the same time. This makes it easier to manage frequency, targeting, etc across a larger segment of your ad buy.
For experienced programmatic traders, a PMP is essentially a deeper relationship with a specific publisher or group of publishers.
Why should we leverage Private Marketplaces?
PMPs can come with access to a publishers’ first party data. Do you want to target 25-40 year olds streaming their television content? There is a solution for you.
Secure guaranteed ad placement. Do you want to ensure 80+% viewability? Want to do a full page takeover? There are solutions out there for that too.
Get really creative with the types of deals you put together with publishers. It also gives you the flexibility to work on incredibly niche deals. Are you looking to get in front of millennial gardeners and you know of blogs they typically flock to? Set up a PMP!
In an era when Facebook, YouTube, et al seem to be constantly moving the goal posts in terms of what audiences you can reach and how you can reach them, it’s good to know that there are opportunities to reach your audiences beyond the walled gardens.
If you are a brand that has squeezed all of the efficiency that you possibly can out of search and social, the next step for you is testing PMPs!
Contact Population Science today to learn more about how to leverage PMPs for your brand!