Private-Marketplace (PMP) deals are a part of the programmatic ad buying space. All programmatic ads go through a real-time auction, and PMP deals allow an earlier look into ad inventory before ad placements go up for general auction, within the Open Market. PMP deals allow you to align your ad placements with your brand suitability and get access to more premium ad placements.
Terminus Default Inventory
Terminus provides access to approximately 6,000 pre-negotiated premium contracts across all campaigns. These pre-negotiated deals are available to customers on any pricing plan/package. Additional deals can be negotiated by Terminus on a customers’ behalf on specific pricing plans. For more information regarding your current plan or how to upgrade your plan, please consult with your Customer Success Manager.
All tactics launched within the Terminus platform will automatically include the 6K+ PMP deals that have been curated by the Terminus Ad Ops team. Specific PMP deals customized by category, publisher, etc, must be activated through a Digital Media Manager (DMM).
Please use the Customer Support Portal to request assistance in implementing specific PMP deals, or consult with your DMM on any questions you have regarding more high-level PMP deals relating to industry categories, geolocation, or personas.
PMP deals often result in higher engagement rates or CTRs, but can also raise the average CPM in a tactic. If the goal is higher engagement with your target accounts, then slightly higher CPMs are perfectly fine.
Best Practices / Use Cases
Your DMM may recommend implementing PMP deals to your tactics for the following reasons:
- Industry-related content: (i.e. a customer with an Automotive product(s) wanting to serve more heavily on Automotive content
- Global Tactics: Many international locations offer inventory specific to that geo in order to scale tactics that are having difficulty spending
- Premium Channels: CTV and Audio campaigns require PMP deals as most publishers do not allow access to their inventory within the Open Market
No additional budget is needed for Private Marketplace Deals, however, CPMs will likely be higher. This means fewer impressions will be served for the same investment as a tactic without additional PMP deals applied.
Account and tactic-level reporting for tactics using PMP deals are available directly in the Terminus Ad Experiences platform. Additional reporting can be pulled by the Terminus AdOps team using the Support Request Portal.