Private Marketplace (PMP)

A private marketplace (PMP) is an invite-only variation of the real-time bidding (RTB) model. Unlike open, public RTB auctions where any qualified buyer can participate, a PMP restricts bidding to a curated, limited set of advertisers handpicked by the publisher.

The auction mechanism still operates, but only the invited advertisers compete against one another for the available inventory — which tends to be premium in nature. A key advantage for buyers is the ability to reserve or guarantee ad placements ahead of time, before the publisher makes that same inventory available on the open RTB marketplace.