The entrance of private marketplaces (PMPs) has started with DoubleClick Ad Exchange (AdX) but alternatives have popped up with programmatic networks. AdX offers the “Preferred Deals” marketplace within its interface. This allows advertisers, agencies, and demand side platforms (DSPs) to negotiate and purchase ad impressions with specific targeting and pricing that ensures first look within that network. Outside of Google, header bid solution networks have also been incorporating private marketplaces with similar benefits to publishers and advertisers.
Find out more about DSPs here: https://www.monetizemore.com/blog/demand-side-platform-dsp
The first ad impressions are the most valuable to advertisers because those are the highest engagement ads. Users are most likely to click on the first ads they see because they are still not sure whether they’ll stay on the site, they are least susceptible to ad blindness and they are least likely to be on a linear browsing path on their first page view. Every ad impression after the first tends to get less engagement and is less valuable. That is why advertisers pay so much and why ad networks always fight for first ad impressions.
Related Read: Ad Viewability Benchmarks in 2015
Private marketplaces offer the opportunity to set up a new pricing tier within a publisher’s ad inventory. When a buyer bids for a private marketplace deal, they tend to be really high CPMs that incentivize the publisher to grant first look access.
We recommend creating a publisher profile within your AdX preferred deals platform and with other programmatic networks if available. That is your branding to potential buyers that might entice them to bid on a private marketplace deal on your site or pass on it. You can also dedicate an employee to contact buyers directly to sell via your private marketplace. Each competitive bid would represent incremental CPM revenues for your publisher network.
We already mentioned that AdX was the first source of private marketplaces, however, there are several programmatic (AKA. header bid solution) networks that now offer them that have large pools of buyers:
All twelve have the private marketplaces or will soon. They offer the opportunity for publishers to increase their ad revenues by optimizing and promoting their private marketplaces.
If you’d like to learn more of how MonetizeMore could increase your ad revenues via implementing, optimizing and promoting your private marketplaces, contact us here.
Image credit by: brealtime.com and openx.com