{"id":7688,"date":"2022-10-28T18:02:00","date_gmt":"2022-10-28T12:32:00","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=7688"},"modified":"2022-10-31T11:43:16","modified_gmt":"2022-10-31T06:13:16","slug":"how-to-increase-your-ad-revenue-with-programmatic-private-exchanges","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/","title":{"rendered":"How to Increase Your Ad Revenue With Programmatic Private Exchanges","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<blockquote class=\"wp-block-quote\"><p>PMPs? Ain\u2019t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn.<\/p><\/blockquote>\n\n\n\n<p>Okay, so the skeptics are out and rightly so: PMPs (<strong>private marketplace<\/strong> or <strong>programmatic private exchanges<\/strong>; I\u2019ll use the terms interchangeably throughout the post \u2014 just a heads up) have a reputation to be difficult to set up and scale.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Less advertisers vying for your inventory meant that PMPs were usually placed at the bottom of a publisher\u2019s ad inventory waterfall.<\/p><p style=\"text-align: right;\">\u2014 Eyal Katz, <a href=\"https:\/\/www.adngin.com\/blog\/website-monetization\/set-programmatic-private-marketplace-pmp-deals-strategy-2016\/\">Adngin<\/a><\/p><\/blockquote>\n\n\n\n<p>Someone without an experienced ad-ops guy (or a whole team of them) may not be able to cope with the sheer effort of adding\/removing line items, getting advertisers, creating better inventory packages, customizing campaigns, and other tasks that are necessary to create a private haven for your impressions.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>\u201c<em>Exactly! Let\u2019s just keep it democratic and go back to open marketplace.<\/em>\u201d<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>That would be great <em>in principle<\/em>. But online advertising is in a state of over-supply of impressions. This gives most of the control to buyers in open auctions. Private programmatic marketplaces are a way to change that.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Today PMPs are really about giving the publisher control over the way their preferred customers get treated by private auctions.<\/p><p>\u2014 Spencer Phillips, MediaMath Blog<\/p><\/blockquote>\n\n\n\n<p>For those who\u2019re unaware, let\u2019s recap:<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#A_Brief_Introduction_to_Private_Marketplaces\" >A Brief Introduction to Private Marketplaces<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#Why_should_you_sell_your_inventory_through_PMPs\" >Why should you sell your inventory through PMPs?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#Can_YOU_sell_through_PMPs\" >Can YOU sell through PMPs?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#Getting_it_Right\" >Getting it Right<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#PMP-compatible_Exchanges\" >PMP-compatible Exchanges<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-a-brief-introduction-to-private-marketplaces\"><span class=\"ez-toc-section\" id=\"A_Brief_Introduction_to_Private_Marketplaces\"><\/span>A Brief Introduction to Private Marketplaces<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>PMP is Private Marketplace:&nbsp;<strong>an <em>invitation-only<\/em> RTB auction<\/strong> where one or more publishers invite a few buyers to bid on their inventory. So, publishers open <em>premium<\/em> inventory to a select club of buyers. The buyers bid on it (private RTB auctions) or buy directly (preferred deals).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong>So what&#8217;s &#8216;premium&#8217; inventory?&nbsp;<\/strong>I can\u2019t be specific and not for lack of trying. Just as clothing sizes change from brand to brand,<strong> the way a publisher classifies their inventory package as \u2018premium\u2019 is subjective.<\/strong> The closest-to-universal standard would take into account highly viewable impressions for extremely specific target audience segments, high ad serving priority, top-notch placements, and so on.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-left\">It\u2019s up to the publisher what they package as \u2018premium\u2019 and what prices to set for it. Also, advertisers are willing to pay through the nose for this sort of inventory.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p style=\"text-align: left;\">Premium is in the eye of the beholder.<\/p><p style=\"text-align: right;\">\u2014 Joe Pych, CEO, NextMark<\/p><\/blockquote>\n\n\n\n<h2 id=\"h-why-should-you-sell-your-inventory-through-pmps\"><span class=\"ez-toc-section\" id=\"Why_should_you_sell_your_inventory_through_PMPs\"><\/span>Why should you sell your inventory through PMPs?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to Index Exchange:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>&#8230;private marketplace spend is increasing, without fail, year over year.<\/p><\/blockquote>\n\n\n\n<p>They found that&nbsp;PMP spend in the first six months of 2016 was 70% higher than in the first half of last year.<\/p>\n\n\n\n<div class=\"wp-block-cover aligncenter has-background-dim\"><img loading=\"lazy\" width=\"652\" height=\"342\" class=\"wp-block-cover__image-background wp-image-7703\" alt=\"\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/pmp-kx.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/pmp-kx.jpg 652w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/pmp-kx-300x157.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/pmp-kx-150x79.jpg 150w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><div class=\"wp-block-cover__inner-container\">\n<p class=\"has-large-font-size\">Image Source: Knowledge Exchange Blog<\/p>\n<\/div><\/div>\n\n\n\n<p>Average CPMs are also <em>markedly <\/em>higher (up to 3x more) on PMPs than in open markets:<\/p>\n\n\n\n<div class=\"wp-block-image size-full wp-image-7704\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"647\" height=\"412\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-19-18.jpg\" alt=\"\" class=\"wp-image-7704\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-19-18.jpg 647w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-19-18-300x191.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-19-18-150x96.jpg 150w\" sizes=\"(max-width: 647px) 100vw, 647px\" \/><figcaption>Image Source: Knowledge Exchange Blog<\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>There&#8217;s a lot of demand,&nbsp;<em>and not nearly enough supply,&nbsp;<\/em>of premium inventory for highly specific audience segments.<\/strong> Major brands and advertisers are shifting their focus on private marketplaces in search for valuable inventory that&#8217;d help <em>them&nbsp;<\/em>achieve their marketing goals.<\/p>\n\n\n\n<p>Index listed their top ten PMP spenders by average ad spend:<\/p>\n\n\n\n<div class=\"wp-block-image size-full wp-image-7705\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"640\" height=\"369\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-24-14.jpg\" alt=\"\" class=\"wp-image-7705\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-24-14.jpg 640w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-24-14-300x173.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/screenshot-kx.indexexchange.com-2016-12-15-21-24-14-150x86.jpg 150w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><figcaption>Image Source: Knowledge Exchange Blog<\/figcaption><\/figure><\/div>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>The viewability \u2014 the whole quality component \u2014 is a huge part of it. Quality trumps quantity and price.<\/p><p style=\"text-align: right;\">\u2013 Rob Master, VP of Media, Unilever (<a href=\"http:\/\/www.mediapost.com\/publications\/article\/235387\/quality-scale-isnt-there-in-open-rtb-marketplace.html\">Source<\/a>)<\/p><\/blockquote>\n\n\n\n<p>The \u2018quality\u2019 component is what brings brand-conscious, mature advertisers to PMPs. For them, the price of an impression isn\u2019t a factor as long as their ad is being displayed to contextually relevant audience.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Our ad spend on private marketplaces started going up around nine months ago, and we intend to do more going forward. This is because we can get unique inventory that we can\u2019t access on open exchanges.<\/p><p style=\"text-align: right;\">\u2013 Gary Milner, director of global digital marketing, Lenovo (<a href=\"http:\/\/digiday.com\/agencies\/brands-agencies-pros-cons-private-marketplaces\/\">Source<\/a>)<\/p><\/blockquote>\n\n\n\n<p>There are other benefits too, for publishers and advertisers alike:<\/p>\n\n\n\n<ul><li>Complete, two-way transparency<\/li><li>Fraud-free environment (Bot Baseline Study reveals that fraud is <em>lowest<\/em> in direct buys)<\/li><\/ul>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Most fraudulent publishers don\u2019t have private marketplaces. (For one, they don\u2019t have sales or ad ops teams to support such deals.) This makes participating in private marketplaces generally a <strong>safer option for marketers<\/strong>.<\/p><p style=\"text-align: right;\">\u2014 Ratko Vidakovic, Founder, AdProfs (<a target=\"_blank\" href=\"http:\/\/marketingland.com\/protect-ad-fraud-173625\" rel=\"noopener\">Source<\/a>)<\/p><\/blockquote>\n\n\n\n<ul><li>Control over ad campaigns and creatives being displayed to end user.<\/li><\/ul>\n\n\n\n<p>They combine the security and trust of traditional <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-vs-direct-deal\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/programmatic-vs-direct-deal\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct deals<\/a>&nbsp;with (quasi) automation of programmatic.<\/p>\n\n\n\n<h2 id=\"h-can-you-sell-through-pmps\"><span class=\"ez-toc-section\" id=\"Can_YOU_sell_through_PMPs\"><\/span>Can YOU sell through PMPs?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>And we\u2019re back full-circle to the beginning of this post : All you hear about are big shots like <strong>WSJ Group<\/strong>, <strong>NewsCorp<\/strong>, <strong>Business Insider<\/strong>, <strong>Match.com, Whitepages, CafeMedia<\/strong>, <strong>Gawker <\/strong>(inactive since Aug\u201916 post Hulk Hogan\/Peter Thiel controversy)&nbsp;and other&nbsp;publishing<em> giants<\/em>&nbsp;raking in revenue hand-over-fist from private deals.<\/p>\n\n\n\n<p><strong>But PMPs are not all about large media groups making money off their connections with advertisers and agencies.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Remember that your inventory is a proxy for your audience. Advertisers paying premium prices for Forbes\u2019 impressions aren\u2019t doing so because Forbes is a reputed publisher. They are doing so in hopes of reaching C-level executives.<\/p><p style=\"text-align: right;\">\u2013 Ian Trider, RTB Platform Operations, Centro<\/p><\/blockquote>\n\n\n\n<p>First off, <strong>remember that&nbsp;<em>you don&#8217;t have to sell exclusively through private marketplaces<\/em><\/strong><em><strong>.<\/strong>&nbsp;<\/em>Like RTB and <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Header Bidding<\/a>, it&#8217;s simply another basket to put your eggs in.<\/p>\n\n\n\n<p>Take viral content or meme sites, for instance. Open auctions maximize their yield because the&nbsp;<em>audience&nbsp;<\/em>is a blend of demographic characteristics and there is no unique <em>value<\/em>&nbsp;of either the visitors or content. Sites like these benefit from DSPs&#8217; targeting strategies, which enhances the value of impressions for buyers. In these cases, the publisher can&#8217;t press for higher prices by holding back from open market (by reserving inventory for PMPs).<\/p>\n\n\n\n<p><strong>But what if you have a highly unique audience?<\/strong>&nbsp;Those are the sites best suited for private marketplaces simply for the <em>perceived&nbsp;<\/em>value of inventory. Take <em>iDiva<\/em> (predominantly Indian female audience) or <em>MensXP<\/em> (predominantly Indian male audience).&nbsp;<em>Those&nbsp;<\/em>publishers can offer lower quality impressions on open&nbsp;auctions&nbsp;<em>while&nbsp;<\/em>offering&nbsp;premium inventory packages on private marketplaces. This is what it would look like:<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-7698 size-full\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"777\" height=\"600\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB.jpg\" alt=\"\" class=\"wp-image-7698\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB.jpg 777w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB-300x232.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB-768x593.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB-260x200.jpg 260w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB-87x67.jpg 87w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/hypothetical-inventory-pool-after-HB-150x116.jpg 150w\" sizes=\"(max-width: 777px) 100vw, 777px\" \/><figcaption>Image Source: AdExchanger<\/figcaption><\/figure><\/div>\n\n\n\n<p>Awesome inventory packages would be worth<em> a lot <\/em>more on PMPs than open RTB. These could include (but are in no way limited to):<\/p>\n\n\n\n<ul><li>Packages of <em>only<\/em> highly viewable placements (Note: You will need to enable viewability measurement for this to work)<\/li><li>Interesting first-party data (not to be confused with Personally Identifiable Information!). For instance, a dating website that\u2019s passing a user&#8217;s age, gender, interests, etc. to its ad server would do way better by bundling that information and selling it through PMP packages.<\/li><li>Packages of tagged sections on the website (for publishers covering multiple verticals). For instance, news portals could offer packages of highly viewable impressions on posts in &#8220;Tech&#8221;, &#8220;Automobile&#8221; and other specific categories to different advertisers.<\/li><li>If the publisher has video supply, distinguishing between on-site vs. syndicated\/embedded content could also be valuable.<\/li><\/ul>\n\n\n\n<p>PMPs cut out most of the middlemen, valuing direct relationships and inherent quality (of the inventory) over efficient automation. But that comes with its own pitfalls. Before you consider selling on PMPs, you should be able to answer:<\/p>\n\n\n\n<ul><li><b>How will data sharing work across different Sell and Demand Side Platforms?&nbsp;<\/b><\/li><li><b>How can you maintain a high enough fill rate for a PMP?<\/b><\/li><li><strong>Will the investment (in deployment and execution) be worth the <em>potential&nbsp;<\/em>revenue uplift<\/strong><strong>?&nbsp;<\/strong>There will also be modifications and customization as advertisers refine their targeting.<\/li><\/ul>\n\n\n\n<p>There are also the factors of trust and maintaining relationships with advertisers.&nbsp;A sales and support team would come in handy.<\/p>\n\n\n\n<h2 id=\"h-getting-it-right\"><span class=\"ez-toc-section\" id=\"Getting_it_Right\"><\/span>Getting it Right<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It&#8217;s not all fluff and rainbows on private marketplaces. For those high-clout advertisers to spend their money, your exclusive inventory packages have to be&nbsp;<em>worth it.&nbsp;<\/em>Publishers are advised to:<\/p>\n\n\n\n<ul><li><strong>Study the audience: <\/strong>Identify segments that PMP advertisers are looking for.<\/li><li><strong>Study the content: <\/strong>Index, for instance, found that, &#8220;<em>Conde Nast channels inventory into PMPs during \u201cmoments\u201d, or times when audiences surge during pivotal moments in pop culture&#8221;.&nbsp;<\/em>As I mentioned before, certain site sections\/pages can be packaged for private deals&nbsp;<em>depending on demand.<\/em><\/li><li><strong>Experiment:<\/strong>&nbsp;The controlled environment in PMPs are perfect for publishers to experiment with programmatic video. Mobile and native with high-touch creatives (page takeovers, roadblocks, etc.) are other formats that are usually sold through private deals. Formats like these also require publishers to&#8230;<\/li><\/ul>\n\n\n\n<ul><li><strong>Communicate:&nbsp;<\/strong>To keep it transparent and to maintain trust, or to customize deal terms midway through a campaign \u2014 communication with advertisers is essential (and not as onerous as you are probably imagining). Imagine yourself selling a product\/service (inventory) and setting up customer support channels.<\/li><li><strong>Keep it reserved:&nbsp;<\/strong>Be selective when picking advertisers to invite to your auctions. As Pete Spande (CRO, Business Insider) said in his&nbsp; <a target=\"_blank\" href=\"http:\/\/digiday.com\/publishers\/business-insider-pmp\/\" rel=\"noopener\">15-minute talk<\/a>&nbsp;at Digiday Programmatic Summit 2015:<\/li><\/ul>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>If we created a PMP for every person we worked with, it would be like driving across the country, only eating at small diners, and signing up for loyalty cards at every place along the way. It makes no sense.<\/p><\/blockquote>\n\n\n\n<p>You&#8217;ll need to take into account your data-reporting capabilities, fill rates, floor prices, audiences, placements, and <em>select a few demand partners&nbsp;<\/em>that get First Look<b>&nbsp;<\/b>(much as you would in <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-tips-for-higher-cpms\/\" rel=\"noopener\">Header Bidding<\/a>).<\/p>\n\n\n\n<div class=\"wp-block-image size-full wp-image-7714\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"771\" height=\"600\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb.jpg\" alt=\"\" class=\"wp-image-7714\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb.jpg 771w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb-300x233.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb-768x598.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb-87x67.jpg 87w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2016\/12\/PMP-QRG-Thumb-150x117.jpg 150w\" sizes=\"(max-width: 771px) 100vw, 771px\" \/><figcaption>Image Source: Adngin Blog<\/figcaption><\/figure><\/div>\n\n\n\n<p><em>Update: IAB released a&nbsp;<\/em>very&nbsp;<em>thorough<\/em> <a target=\"_blank\" href=\"http:\/\/www.iab.com\/wp-content\/uploads\/2015\/10\/PMP_Checklist_Final.pdf\" rel=\"noopener\">PMP Checklist&nbsp;<\/a><em>that would be a great help to publishers and their ad ops team.&nbsp;<\/em><\/p>\n\n\n\n<h2 id=\"h-pmp-compatible-exchanges\"><span class=\"ez-toc-section\" id=\"PMP-compatible_Exchanges\"><\/span>PMP-compatible Exchanges<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Major ad exchanges let publishers set up private marketplaces:<\/p>\n\n\n\n<ul><li>Doubleclick AdX<\/li><li>OpenX<\/li><li>PubMatic<\/li><li>Index Exchange<\/li><li>TripleLift<\/li><li>Centro<\/li><li>SpotXchange (Video)<\/li><li>Rubicon Project<\/li><li>And many others<\/li><\/ul>\n\n\n\n<p>Private marketplaces give publishers control over the way they would prioritize the demand coming from programmatic channels. It is a complex mix of tools, systems, mechanisms, and strategies.<\/p>\n\n\n\n<p>Take the time to understand them before deciding whether they&#8217;re worth it.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>PMPs? Ain\u2019t that another ad tech buzzword for those giant media groups? No, thank you. Kindly get off my lawn. Okay, so the skeptics are out and rightly so: PMPs (private marketplace or programmatic private exchanges; I\u2019ll use the terms interchangeably throughout the post \u2014 just a heads up) have a reputation to be difficult<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":21927,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6445],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Benefits of Programmatic Private Exchanges | Adpushup<\/title>\n<meta name=\"description\" content=\"Publishers can prioritize programmatic demand through private marketplaces. Read to know how to increase your Ad revenue with programmatic private exchanges.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"The Benefits of Programmatic Private Exchanges | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Publishers can prioritize programmatic demand through private marketplaces. Read to know how to increase your Ad revenue with programmatic private exchanges.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/05\/undraw_Code_review_re_woeb-1.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/05\/undraw_Code_review_re_woeb-1.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/05\/undraw_Code_review_re_woeb-1.png\",\"width\":1167,\"height\":760,\"caption\":\"programmatic ad exchanges\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/\",\"name\":\"The Benefits of Programmatic Private Exchanges | Adpushup\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-increase-your-ad-revenue-with-programmatic-private-exchanges\/#primaryimage\"},\"datePublished\":\"2022-10-28T12:32:00+00:00\",\"dateModified\":\"2022-10-31T06:13:16+00:00\",\"description\":\"Publishers can prioritize programmatic demand through private marketplaces. 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