PMP (Private marketplace)

An invite-only ad auction where publishers offer their ad inventory to a selected group of advertisers. A PMP allows for a more tailor-made experience as it facilitates relationships between publishers and participating advertisers and enables them to be more precise regarding their audience relevancy and inventory.

What are private marketplaces (PMP)?

A private marketplace is a platform for buying and selling mobile app inventory that is only available to a select group of pre-approved buyers and sellers. These marketplaces are typically invitation-only and offer a more exclusive and high-quality inventory than open marketplaces. Private marketplaces can offer a variety of benefits to both buyers and sellers, such as increased transparency, improved targeting, and better control over pricing and inventory. Overall, it can be a great way for both parties to connect and engage mutually.

How are private marketplaces different from the open market?

Here are 5 ways a private marketplace is different from the open market:

  • Access: Private marketplaces are typically invitation-only, meaning that only pre-approved buyers and sellers can participate. Open markets, on the other hand, are open to anyone.
  • Inventory quality: Private marketplaces offer a more exclusive and high-quality inventory compared to open marketplaces, which can have a wide range of inventory available.
  • Pricing and Inventory Control: In a private marketplace, both buyers and sellers have more control over pricing and inventory, which can lead to more efficient and profitable transactions. In an open market, prices are set by supply and demand, and inventory is widely available.
  • Audience Targeting: Most importantly, private marketplaces can offer more precise targeting capabilities, allowing buyers to reach their desired audience more effectively. Open markets can have a wider range of audiences, which might be less specific and less targeted. 
  • Transparency: Private marketplaces can offer increased transparency, allowing both buyers and sellers to see more detailed information about the other party and the inventory being sold. Open markets can lack the transparency of private marketplaces.

To summarize, a private marketplace can offer a more exclusive and efficient way to buy and sell mobile app inventory, while open marketplaces can be more widely available and less specific.

The Top 6 Benefits of Advertising on Private Marketplaces

  • Quality inventory: Private marketplaces offer a more exclusive and high-quality inventory, which can be more valuable to advertisers.
  • Increased transparency: Private marketplaces provide more detailed information about the inventory being sold, allowing advertisers to make more informed decisions about where to place their ads.
  • Improved targeting: Private marketplaces often offer more precise targeting capabilities, allowing advertisers to reach their desired audience more effectively.
  • Better control over pricing: Advertisers have more control over pricing on a private marketplace, which can lead to more efficient and profitable advertising campaigns.
  • Brand safety: Private marketplaces offer a safer environment for brands, as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.
  • Direct relationship: Private marketplaces allow advertisers to establish direct relationships with publishers, which can be beneficial for both parties.

What are the reasons for the increasing popularity of private marketplaces?

In the mobile app industry, private marketplaces are becoming more an more popular for various reasons. One of the primary reasons is the demand for quality inventory… brands and agencies are becoming more selective about where they place their ads. Private marketplaces offer a more exclusive and high-quality inventory than open marketplaces, which can be more valuable to advertisers.

Another reason is the improved targeting capabilities that private marketplaces offer. With more precise targeting, brands and agencies can reach their desired audience more effectively. Additionally, private marketplaces provide greater transparency which allows brands and agencies to make more informed decisions about where to place their ads.

Brand safety is also becoming a concern for many companies and private marketplaces offer a safer environment as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.

Private marketplaces also give brands and agencies better control over pricing, which can lead to more efficient and profitable advertising campaigns. On top of that, private marketplaces allow brands and agencies to establish direct relationships with publishers, which can be beneficial for both parties.

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