Targeted PMP FAQs For Buyers

About Targeted PMP

What are the benefits of Targeted PMP to buyers?

Setting up multi-publisher deals with targeting is a cumbersome process today, and Targeted PMP will lead to greater workflow efficiencies, higher transparency with publishers, more consistently performing PMP deals, and in turn, higher ROIs.

The benefits of Targeted PMP include:

  • Ease of Use: Easily perform inventory discovery, ingest data, target preferred publishers, and create PMP deals, all while avoiding time-consuming negotiations with publishers. (This is available via self-service or PubMatic Managed Services.)
  • Optimized Inventory: Discover which inventory is best-suited to which audiences and tailor relevant deals to those segments.
  • Scaling PMP: Refine deals with numerous targeting criteria, such as, by audience, domain, viewability and across multiple publishers using PubMatic’s intuitive UI.
  • Real-Time Planning: Forecast the reach and impressions of your PMP campaign—in real-time—during deal creation.

For more details on creating, editing and viewing Targeted PMPs in PubMatic's Media Buyer Console, refer to:

What challenges does Targeted PMP solve?

Current PMP creation workflow can be improved, and Targeted PMP is designed to address these challenges:

  • Slow PMP Deal Creation: Creating/targeting PMP deals is currently very time-consuming. Setting up PMP deals can take anywhere from one week to one month. This is compounded by slow-moving buyer negotiations with each publisher.
  • Unavailable Pre-Campaign Planning: Buyers lack visibility into forecasting the audience reach and impressions for PMP deals. If buyers cannot truly grasp what they are looking for, they cannot justify the costs. They often waste budget and time before making adjustments mid-campaign.
  • Unaligned PMP Set-ups: Discrepancies in implementation and mistaken Deal IDs are a pain point for ad op teams as PMPs have become increasingly mainstream. Since private exchanges were not originally designed for scale, integrating DSPs can be another source of frustration. 

While standard PMPs enable targeting of Audience Data, Targeted PMPs streamlines this process:

  • Lack of Scale: When audience segments are targeted as part of a publisher’s PMP deal, there is a lack of scale to make it useful. Typically, buyers must create multiple deals per publisher and then target an audience from a DSP. Targeted PMP will simplify this process.
  • Difficulty Sending First-Party Data: Buyers cannot easily send first-party data to publishers, resulting in ineffective PMPs that target demographics or publisher data. Buyers then need to request the same targeting parameters from multiple publishers or they are dependent upon one very large publisher with enough scale. Additionally, buyers cannot pre-select optimal data and impression combinations to max/scale, on quality, if the audience is targeted at bid-time.
  • Cannot Access Unique Data: Buyers have limited visibility into the source of the data from DMPs; and currently don’t have access to data created from collected bidding behavior across advertisers.

Will buyers have access to exclusive inventory, priority, or price without consent from the publisher?

No! Targeted PMP only allows access to the inventory that is already available in Open Market to the DSP. Open Market rules set on the PubMatic platform, including floor, priority, blocklist, and allowlist, will be applied.

Deal Creation

What targeting features are available?

Today, in Targeted PMP, the following targeting criteria can be selected:

  • Publisher
  • Country, Region and City
  • Audience Segment
    • Multiple Audiences can be targeted with “OR” logic
  • Ad Format (Display and Video)
  • Video
    • Placement Type
    • Video Ad Format (Linear/ Non-Linear)
    • Ad Position (Per-Roll/Mid-Roll/Post-roll)
    • VPAID Compliance 
    • Skippable
    • Playback Method
    • Player Size
  • Platform (Web, Mobile Web, Mobile App)
    • Mobile
      • Open Measurement SDK 
      • Device ID Type (IDFA/Android)
      • Mobile OS
      • Browsers
  • Domain or App 
  • Viewability

Can I change the targeting on the deal once created?

Yes, the deal can be edited with the ability to change all targeting parameters at any time.

Click the Action column [AL1] and select Edit.

What is Max. Reach?

When you select Max. Reach (maximum reach) the platform will choose the top 200 publishers, based on impressions available in the last 30 day, against the selected 4 targeting criteria: Country, Ad Format, Platform, Audience.

How often are the publisher’s Max. Reach targeting updated?

Max. Reach is updated weekly. Top publishers are selected based on the impression availability.

How do I change the publishers chosen in Max. Reach?

You can block publishers by editing the deal if you want remove publishers out of the Max. Reach list.

Notes: To select specific publishers, go to edit deal, and choose the select option to choose individual publishers.

Can I choose a buyers Seat ID, when creating a deal?

Yes.

Can I target ALL publishers?

Currently, you can only target up to 200 publishers. 

What is the priority of the Deal?

The deal priority is usually the same as the Open Market.  But some publishers choose to give a higher priority to T-PMP deals than Open Market to drive performance.

What is the floor price for the deal?

  • The floor price = Media Floor CPM + Data CPM
  • Media floor CPM = Publishers set up a default floor for all T-PMP deals against their inventory when they opt in the T-PMP. Our system looks at this default floor, the Open Market floor and dynamic floor passed in a request together for each impression and choose the highest one as the media floor CPM. Hence, the deal will have different floors for different publishers or even impressions.
  • Data CPM = Data CPM charged by the data owner on the Audience Segment. If multiple audiences are targeted on the same deal, the minimum price is chosen
  • The bid should be above the floor, as mentioned above.
  • We are working on providing bid-recommendation within the deal UI. In the meantime, ask your account manager or data analyst working on your account for detailed bid-recommendation on the deal.

What bid price do I recommend to the trader when setting up the deal?

  • The bid should be above the floor, as mentioned above.
  • We are working on providing bid recommendation within the deal UI. In the meantime, ask your account manager or data analyst working on your account for a detailed bid-recommendation on the deal.

Deal Troubleshooting

Why am I not getting the desired scale on the deal?

When there is a scale issue in the deal, it is important to verify each step of the deal funnel:

Step 1: Bid-Requests sent to DSP: Check if the volume of bid-requests sent daily in the deal is large enough to get the desired scale.

Note: for some DSPs, multi-bid is on, which means for every 1 impression opportunity, PubMatic can send up to 5 bid-requests. For those DSPs, divide the bid-request by 5 and to verify if enough bid-requests are being sent.

Step 2: Bid-responses from the DSP: Check if the DSP’s bid-rate and number of bid-responses daily are enough to meet your desired budget.  Often, DSPs perform their own filtering and targeting that can limit the number of responses on the deal. If this is low, then this needs to be resolved first before moving on to the next step.

Step 3: Bid-response is getting filtered: There are many reasons for a bid-response getting filtered within PubMatic, including Creative blocking, landing page URL blocking or parameters missing, etc. PubMatic is working on a detailed funnel report. In the meantime, please ask your Account manager to provide this information.

Step 4: PubMatic Auction: PubMatic can receive multiple responses from across its 200+ DSP partners, for the same impression opportunity. All the unfiltered bid-responses for one impression opportunity, will be considered in PubMatic’s internal auction. The auction is based on priority and price, and in 80% of the cases, PubMatic runs first price auction. Which means, the highest bid wins and the same bid price is submitted for the Publisher auction.

Step 5: Publisher Auction: Publisher conducts its own auction, from all the bid responses received from all the SSPs. 

The trader is bidding high CPMs, yet the win rate is very low, how can I increase the win rate?

Evaluate the funnel analysis (mentioned above) to narrow down the problem area:

  • Scenario 1: If bid CPM is high, but bid-rate is very low, then the DSP needs to bid more frequently.
  • Scenario 2: If both bid CPM is high and bid-rate is high, then find out where in PubMatic’s pipe is the responses getting blocked.

The buyer is only bidding on one or two of the publishers on the deal, how do I distribute the spend on the deal?

  • The DSP and their bidder controls which publishers they bid on in the deal. PubMatic ONLY controls which bid-requests are to sent to the DSP.
  • That said, the user can create two different deals, with the same targeting, and different publishers.  Then recommend their buyer to target the two deals in different line items on the DSP, to better distribute the responses.
  • Go to Analytics > Download Reports > Deal Performance.
  • Users can download daily or monthly reports, for the last 90 days
  • Monthly billing reports are sent on the 5th of every month. After review, please send an invoice to ap@pubmatic.com to receive payment.

Reporting

How do I see reporting for active deals?

  • Go to Analytics > Download Reports > Deal Performance.
  • Users can download daily or monthly reports for the last 90 days

Billing

How and when do I get paid?

  • Monthly billing reports are sent on the 5th of every month. After review, please send an invoice to ap@pubmatic.com to receive payment.











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