PubMatic announces the general release of Targeted PMP on March 27, 2018, which provides buyers a real-time planning tool to quickly create PMP deals at scale. Buyers can quickly and easily find and transact on quality inventory that will reach targeted audience segments across publishers.
This FAQ below is intended to help address questions that you may have on this topic.
1. What are the buyer benefits of Targeted PMP?
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, and across multiple publishers using PubMatic’s intuitive UI
- REAL-TIME PLANNING (In Q2 2018): Forecast the reach and impressions of your PMP campaign—in real-time—during deal creation
2. Who are the target users for Targeted PMP?
Targeted PMP is designed with some of the following users in mind:
- Media Planners/Buyers (In DSPs, Agencies who are not at holding level) who are looking to target new data from SSPs, find data directly from publishers, or need more predictable supply against their own data.
- Supply Partnership Teams (In DSPs, Agencies who are not at holding level) who need an easy way to create custom deals across publishers against internal traders'/clients' requirements.
3. What buyer challenges is Targeted PMP solving for?
Current PMP creation workflow can be improved, and Targeted PMP is designed to address the below:
- 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 be able to 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—not speaking the same language—can be another 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 1st Party Data: Buyers cannot easily send 1st 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.
4. What are some of the use cases for Targeted PMP users?
Scaled Inventory Direct from the Source: E.G. A Supply Partnership Team wants to ensure they are purchasing premium inventory directly from multiple publishers with no domain spoofing.
Access to Unique Data: A Campaign Trader/Data Partnership Team wants to target data, including:
PubMatic High-Value and Shopper Segments
Publisher 1st Party Data
Advertiser Data ... on multiple pubs
Fixed Price: An Agency has negotiated a lower price with a publisher as a volume discount. The publisher wants to create a Targeted PMP on PubMatic and still avail the discounted rate.
Future Roadmap (Q2/Q3 2018):
- High Viewability: A Supply Partnership Team desires high viewability inventory from multiple publishers.
- Multi-Targeting Criteria:
- A Campaign Trader wants to target Zillow’s home buyers on video, for high viewability inventory, and on all home improvement sites.
- Clorox wants to target moms, in-app across O&O publishers.
- Pre-Bid Targeting Optimization: A Campaign Trader seeks to create a deal with enough scale to target high-value users, on multiple publishers, on desktop, with viewability above 80%.
5. Why would buyers create a Targeted PMP instead of targeting inventory on the Open Exchange from the DSP?
Many buyers have confirmed that they will use Targeted PMP for the following use cases:
- Access to Unique Data: Buyers will have access to Publisher’s 1st Party data, where the publisher wants to monetize their data outside their media. They will also have access to PubMatic’s High-Value segments and Shopper Segments.
- Curate Clean Supply Against Own Data: Buyers can control which publishers they want to target on PMP—against their own data—and ensure there is enough scale, before the campaign starts. This should optimize campaign performance.
- More Control: Buyers can create a deal with customized targeting settings across multiple publishers for more control and predictable results.
6. 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 Exchange to the DSP. Open Exchange rules set on the PubMatic platform, including floor, priority, blocklist, and whitelist, will be applied.
7. What is the floor price on the deal?
Open Exchange floors are applied to the deal.
8. Where can I find more information about Targeted PMP?
If you have questions regarding the information below, please contact your account manager.