Glossary

PMP

An invitation-only programmatic marketplace where a publisher makes inventory available to a select group of buyers, typically at a negotiated floor price.

SSP & Ad SupplyPractitionerAlso called: Private MarketplaceSource: IAB Tech Lab

Definition

An invitation-only programmatic marketplace where a publisher makes inventory available to a select group of buyers, typically at a negotiated floor price.

Why it matters

PMP sits between fully open RTB and fully manual programmatic guaranteed deals — it trades some of RTB's scale for meaningfully better inventory quality and transparency.

Key consideration

A PMP deal does not guarantee volume the way a Programmatic Guaranteed deal does — budget can go unspent if the negotiated floor price is not competitive against open exchange demand for the same inventory.

Related terms

Curated MarketplaceA programmatic supply source where a third-party curator pre-filters and packages inventory from multiple SSPs based on quality, brand safety, or audience criteria before offering it to buyers.Deal IDA unique identifier attached to a negotiated programmatic deal (PMP or Programmatic Guaranteed) that lets a DSP recognise and apply the agreed terms automatically.RTBAn auction mechanism where ad impressions are bought and sold individually, in real time, as a page or app loads.SSPSoftware that lets publishers make their ad inventory available to buyers programmatically, typically via an ad exchange or header bidding.

Practitioner notes

Add a note

This glossary gets stronger with every contribution — add what you know about PMP in practice, or flag what needs fixing. Notes post immediately and are visible to everyone.

No notes yet.

← All glossary terms