PubMatic’s Private Marketplace-Guaranteed (PMP-G) combines the efficiency of OpenRTB with the transparency of direct sold campaigns. Driven by the shift of brand dollars to programmatic, PMP-G enables buyers to improve the efficacy of direct buys by utilizing real-time audience data against brand-safe inventory; facilitating the relationship between one seller and one buyer by leveraging header bidding; and allowing direct negotiation of various aspects of IOs, including audience, volume, and price.
Trends Driving Brand Spend to Programmatic
The Proliferation of Header Bidding
Rather than being forced to monetize biddable impressions within the sequential waterfall environment, publishers are now able to make their premium inventory available to various buyers simultaneously. The democratization of inventory access provided by header bidding integrations is leading to increased demand from buyers for quality inventory available via these new programmatic channels.
Explosive Growth of Data Availability
Programmatic advertising provides vast amounts of data, which publishers can make available to buyers via the RTB pipes made available for automated transactions. Data-driven decisioning is one of the strongest advantages of RTB.
Increasing Relevance of Attribution
Buyers cannot buy based on their data in real-time with direct buying and don't have price transparency. Through auction-based channels, buyers do not have priority access to premium inventories in a brand safe environment. PMP-G is a solution to address these issues. When brand safe, high quality inventory is a priority, programmatic direct channels provide a measurable environment for automated buying.
PMP-Guaranteed Removes the Need for Trade-offs
PMP-Guaranteed Support in OpenWrap
OpenWrap is designed to send all PMP-G Deal IDs, as well as other Deal IDs to the ad server. All ad decisioning is made on the publisher’s ad server. OpenWrap includes PMP-G, enabling buyers to leverage the benefits of RTB channels using real-time audience data, volume and price.
All of PubMatic’s PMP-G bid responses will pass through OpenWrap to the ad server. The highest open marketplace bid response will also be passed and will allow the publisher’s ad server to determine which response should be used to monetize the impression.
OpenWrap can include partners in the Wrapper for deals, however only PubMatic deals are supported for PMP-Guaranteed.
PubMatic supports deal-channel value, which indicates whether a bid is an open market bid, a PMP or PMP-G. This allows publishers operational flexibility and scalability that allows for seamless management of a PMP-G program. (Line item setup targeting for the deal channel value is explained later in this document.) Open market bids from other exchanges continue to be enabled in OpenWrap.
Note: In future iterations of PMP-G, we will be able to support deals for other partners if they provide PubMatic with their respective key-value pairs. PubMatic will then customize OpenWrap to pass through each key-value to the publisher’s ad server, which identifies the higher priority line items for these deals.
|Partner||Key||Deal-Channel Map||Default Deal-Channel Value|
Deal Channel Map is an extra signal that denotes the deal type. This is an important signal as it allows simplification of the ad server set up.
- OpenWrap can pass multiple bids to the ad server. This includes the highest open market bid and one Deal ID per exchange (for supported exchanges). For example, a bid from PubMatic, a bid from AppNexus and an open market bid from Index Exchange. There can be one highest open market bid and one Deal ID per exchange.
- The Wrapper passes PMP or PMP-G string to the DFP.
The open market bid can come from PubMatic or any other exchange that may have provided the highest bid for the specific impression opportunity in consideration.To ensure that buyers can buy guaranteed inventory through PubMatic, regardless of open market interest from other SSPs, the PubMatic SSP will only return one response.
- It is the publisher’s ad server that makes the final decision using the appropriate line items at the right priority level and the price point at which to monetize the impression.
- No additional configuration is necessary for the publisher to explicitly send a PMP-G deal channel and deal id value to the ad server.
PMP-Guaranteed Deal Creation
To create a PMP-G Deal:
- Set up a PMP-G Deal in PubMatic UI.
- Set up OpenWrap and test deal that details are passed.
- Set up the Line Item Priority, Custom Targeting & Creative Code on the ad server (see below).
- Ensure the line item priority of 4 or higher (or at the same level as direct sold line items).
If planning to offer PMP-Guaranteed Deals it is recommended that during the initial OpenWrap setup you allow PubMatic to configure (3) placeholder line items in your DFP instance. PubMatic suggests the following:
- Create the DFP Order and name it: PubMatic PMP-Guaranteed
- Create three line items under this order and name them:
- PubMatic Line Item - Platinum
- PubMatic Line Item - Gold
- PubMatic Line Item - Silver
(detailed instructions on how to setup the order and line item are listed below in the Ad Server Line Item Creation section)
Allowing PubMatic to assist in setting up the PMP-Guaranteed line items helps ensure that the line items are set at three different priority levels and that only key-value pairs need to be added at a later date.
Please speak with your PubMatic Account Manager for next steps in providing access.
- Set up audience/demographic targeting and pacing of impressions as per agreement.
- Set delivery target to 120% of contracted delivery (to account for possible discrepancies).
PubMatic or Publisher to Provide
This information can be shared with both Publisher & DSP to enter into their systems.
- % of impressions & 30-day avails
- Min. budget amount
- Transaction dates
- Days of the week
- Day parting
- Matched users
Ad Server Line Item Creation
Create a Line Item
- In DFP, click Delivery from the main navigation.
- Click New Order.
- Complete the relevant information as per the standard order creation process. Information to be entered includes start time, end time, etc. Most publisher ad operations teams are well-familiar with this step.
- Assign the desired priority level to this order. Standard is recommended.
Line Item Priority
Refer to DFP Delivery Priority Options documentation for the most up-to-date DFP information. Details may change frequently, so the publisher should consult the DFP documentation directly to confirm the information provided below is the most current.
PMP-Guaranteed deals should be set up at the Sponsorship or Standard priority level. Each has its purpose in the ad server. PMP-G line items should match the intended goals for which these priority tiers are intended – share of voice or absolute share of inventory.
- A line item with Sponsorship priority enables the publisher to prioritize the deal at the highest priority, however, they can only set a share of volume as the target of the deal and not specific inventory volume.
- A line item with Standard priority can set the goal for a specific inventory volume, but the priority will be lower. In this case, if there is a higher priority line item setup in DFP, the line item won’t be targeted.
|Standard or Sponsorship||4 or higher|
Impressions goal (DFP manages pacing)
Recommended Priority Level for Line Items
To understand how forecasting accounts for key-values, refer to DFP Documentation.
Add Creative Code
- In DFP, click Delivery from the main navigation.
- Click Creatives in the left-hand navigation.
- Click Add Creatives.
- Search for and click Continue to add the advertiser whose creative is being added.
- Click Custom.
- Enter a name for the creative.
- Copy/Paste the following script in the creative field. This code is used to accept PubMatic’s Deal ID.
8. Complete other required fields.
9. Save the creative.
Creative Display Function
This creative is specific for PubMatic; %%PATTERN:pwtdeal_pubmatic%% must be updated with the specific partner key.
An important last step in the line item setup is to complete custom targeting. This allows the ad server to action on the Deal ID and the Deal Channel Value that are passed by the Wrapper through to the ad server.
- Publishers can include specific Deal IDs while setting up line items. These Deal IDs will be included in the custom parameter targeting as per below.
- Publishers can also set up line items to target the deal channel type only. For this, a wild card needs to be entered after the deal channel as part of the relevant key value. When configured correctly a new Deal ID does NOT need to be entered every time a new deal needs to be activated.
This line item should have the following key value targeting:
Value: <DealChannel>* (If the publisher wants to target all PMP-G deals)
Value: <DealChannel> _-_<DealId>_-_* (If the publisher wants to only target specific Deal IDs)
Sample Deal Targeting Scenarios
|Targeting a specific PMP-G deal for PubMatic (e.g., PUBDEAL1)|
The wildcard match character * at the end is also mandatory as the last parameter passed after deal ID is bid ID which is used for creative rendering.
|Targeting specific PMP-G deal for PubMatic (e.g PUBDEAL1)||pwtdeal_pubmatic=PMPG_-_PUBDEAL1_-_*|
|Targeting multiple PMP-G deal for PubMatic (e.g PUBDEAL1, PUBDEAL2)||pwtdeal_pubmatic=PMPG_-_PUBDEAL1_-_* OR PMP_-_PUBDEAL2_-_*|
|Targeting all PMP-G deals in one line item||pwtdeal_pubmatic=PMPG_-_*|
|Targeting deals starting with specific string e.g all deals starting with PUB||pwtdeal_pubmatic=PMPG_-_PUB*|
|Targeting deals coming for other supported partners (check the supported partners list & partner-key above)||pwtdeal_<partner-key>=PMPG_-_PARTNERDEAL1|
Using a Specific Deal ID
Using a Deal Channel Targeting
Common Pitfalls for Publishers
- Do not create line items at a higher priority than what it deserves.
- Allocating lesser inventory to the line item than desired. Ad server will start throttling in this case.
- Custom targeting with Deal ID should include proper wildcards - <Targeting including deal id>_-_*. Do not enter <Targeting including deal id>*.
- Attach the desired creative to the right line item. The creative should have PubMatic-specific targeting as described above.
- Targeting criteria may impact how line items are delivered. Deal ID with wildcard targeting should usually be at a lower priority than deal-specific line items.