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Private Marketplaces

What Is Deal ID?

If you’re working on executing a preferred deal in the programmatic market, there’s a pretty strong chance a Deal ID will play a big part in making it happen. Without Deal IDs, it’s hard to imagine private marketplaces being able to scale the way they have. With a PMP, you…

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How GroupM Executes 100% Viewable PMPs

In this addendum to his three-part series on private marketplaces (read parts I, II and III), Will Rand explains the quirky workings of GroupM's PMP deals that require 100% viewable inventory.First, someone from GroupM says they want to set up a PMP. The PMP will be a non-guaranteed preferred deal,…

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The ABCs of PMPs: Part III

Read Part I here and Part II here.So you want to set up a PMP. The conversation typically goes like this:1. The Advertiser reaches out to a supply partner and says it wants to set up a PMP. Advertisers find supply partners in a variety of different ways—some use comScore,…

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The ABCs of PMPs: Part II

Read Part I of this series here.There's an old saying: If you take someone's money, you have to do what they say.The big five agency holding companies control a significant portion of the world's media spend, and if someone on the sell side wants to make money in the ad…

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The ABCs of PMPs: Part I

The fact that publisher revenues are under siege from a number of sources isn’t exactly news. Users are abandoning desktop in droves, continuing the progression from print dollars to digital dimes to mobile pennies. Remaining desktop users are blocking ads with increasing regularity. Companies like Facebook, the dominant source of publisher…

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More With Less: NetSeer on Mobile In-Image Advertising

Look upon the pages of AdMonsters.com to see the woe mobile monetization has caused publishers. With 2016 likely marking the close of the mobile interstitial age, pubs are frantically searching for revenue opportunities. But prime ad inventory has been sitting, waiting to be discovered: images. “We’re quickly becoming a mobile-first…

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