Definition & Explanation

A PMP (Private Marketplace) is a premium programmatic environment where only select, pre-approved advertisers are allowed to bid on a publisher’s inventory through invite-only auctions. PMPs are powered by a Deal ID — a unique code that connects specific advertisers and publishers in the programmatic ecosystem. Compared to open exchanges, PMPs offer greater brand safety, transparency, and access to high-value placements such as homepage takeovers or pre-roll video ads on top-tier platforms.