An effective PMP—a private marketplace, where publishers can connect specific audiences and inventory to the advertising partners who value them most—is a key tool helping move our industry past impression-based buying and into people-based buying.
But for all the value, private marketplaces have not achieved their true potential. They can take significant amounts of time and effort to manage, while being difficult to scale.
In part, this is because there isn’t a “one size fits all” PMP solution. Publishers are like snowflakes; they share common characteristics, but each one is nonetheless unique in terms of audience, inventory and the advertisers they attract. A successful PMP strategy therefore requires a human touch, and it is critical that the right technology and strategies are engaged.