Inventory types in DV360
The deal is an advertising inventory agreement between a buyer (advertiser or agency) and a seller (publisher or exchange). Depending on the specific type of deal, the terms, and implementation will vary.
RTB or Open Exchange
An open exchange is defined as an open digital advertising marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase ad impressions. Ad Inventory on an open exchange allows all buyers the opportunity to purchase the same inventor
No Availability guaranteed
High bid strategy is applied
Private Market Place (PMP)
A Private Marketplace, also known as a PMP is an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers
Transparency on both ends: The publisher and advertiser both have a very clear idea of what kind of inventory they are buying, what CPM needs to be paid and the creatives that are running.
Programmatic Efficiency: Advertisers are able to quickly and effectively set new buys live on top tier websites or even packages of inventory on specific segmented verticals.
Becoming an industry standard: Available on many of the largest programmatic exchanges such as DoubleClick Ad Exchange, AppNexus, MediaOcean and Kantar Media.
Can remove the need for a direct sales team: It can be quite expensive and time consuming to manage a direct sales team. PMP’s can potentially replace a sales team with technology.
Difference Between PMP and Open Auction
Preferred or Programmatic Guaranteed
The preferred deal is an option that bypasses auctions completely. Preferred deal makes it possible for publishers to sell their premium media inventory at a negotiated fixed CPM to selected advertisers. The deal is then transacted in real-time and advertisers will win the impressions by bidding at or above the fixed CPM price set by the publishers. Preferred deals provide publishers with a controlled and stable revenue stream through this secluded transaction environment. Meanwhile, advertisers benefit from the deal because it gives them access to more exclusive, first-look inventory with stable volume and no surprises on pricing. The only caveat here is, however, if advertisers bid on preferred deal impressions, they are no longer eligible to bid on that same impression in the open auction