Private Marketplace is a widely popular notion in digital advertising that means a real-time auction model of buying. The professional publishers offer their creations and the price per impression in such a marketplace is usually higher. It is available only to selected groups of ad buyers as it provides them with improved ad quality and brand safety, as well as better control considering the ad placement.
Benefits of Using Private Marketplace Auctions
- Transparency: Both parties have a clear understanding of the process. Creators and advertisers know what they buy and its real price. The chances of misunderstanding or fraud are low since there is nothing to hide.
- Programmatic efficiency: It is easy for advertisers to quickly set new buys live on top websites. Moreover, they can even set inventory packages on specific segmented verticals.
- Becoming an industry-standard: Private Marketplace is available on many programmatic exchanges. The largest of them include Kantar Media, DoubleClick Ad Exchange, Mediaocean, and AppNexus.
- No need for a sales team: A direct sales team management is not cheap and takes much time. The Private Marketplace auction is a technological alternative for a sales team.
