PubMatic announces the 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. Publishers can benefit with deeper insights into which inventory is valuable to the buyer and streamlined workflow efficiencies.
This FAQ below is intended to help address questions that you may have on this topic.
1. What are the publisher benefits of Targeted PMP?
As a publisher-centric organization, PubMatic is dedicated to helping our publishers maximize monetization opportunities. Targeted PMP enables the building of new pub-first data segments and creates new revenue and markets for this data. We designed Targeted PMP with the following publisher benefits in mind:
- Streamlined Workflow Efficiencies: Publishers can enjoy higher eCPMs and fill rates, free from time-consuming negotiations with buyers. Since Targeted PMP is a self-service tool for buyers, publishers will no longer waste time and resources designing PMP offers buyers will not accept. Furthermore, we anticipate PMP errors—which today can delay deal spend by up to one month—to be significantly reduced through Targeted PMP trouble-shooting.
- Deeper Insights Into Buyer Behavior: Publishers enjoy deeper insights and greater transparency (e.g. audiences/contextual/viewability metrics) into what buyers are targeting on publisher sites. This is not available on Open Exchange, as DSPs do not share this information.
2. What is Targeted PMP designed to solve?
Current PMP creation workflow can be improved. Creating/targeting PMP deals is very time consuming, and this is compounded by slow-moving buyer negotiations with each publisher. Additionally, misaligned PMP set-ups and mistaken Deal IDs are increasingly an industry-wide pain-point with the mainstream growth of PMPs.
While standard PMPs enable targeting of Audience Data, Targeted PMPs streamlines this process.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.
3. What control do publishers have over Targeted PMP?
Targeted PMP deals are created by buyers, and publishers can view and pause any deal. Publishers can also disable this functionality, by contacting their account managers.
4. 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.
5. What is the floor price on the deal?
Open Exchange floors are applied to the deal.
6. How do publishers sign up for Targeted PMP?
All eligible publishers are enabled on this solution with no additional work on their part, and publishers can disable at any time. Publishers can disable Targeted PMP by contacting their PubMatic account manager.
7. What makes a publisher eligible for Targeted PMP?
Publishers must meet the following setup criteria:
- Simplified Priority-Enabled (P1-P16)
8. What happens if the wrapper solution does not support PMP, such as Amazon TAM?
Since the bid response from Targeted PMP competes with other Open Exchange bid responses, Targeted PMP is not affected. If a wrapper solution, such as Amazon TAM, does not support PMP, it will not support passing the deal ID to the publisher ad server, which is irrelevant to Targeted PMP.
9. How are Targeted PMP deals priced?
Targeted PMP deals are billed at the PMP rates for revenue share PubMatic has for publishers upon delivery—not the Open Market revenue share rate. This can mean higher revenue for publishers as PMP rates are generally higher revenue share than Open Market.
10. 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. This will also allow buyers to maintain lower infrastructure costs, while getting all the impression opportunities for the users they care about.
- More Control: Buyers can create a deal with customized targeting settings across multiple publishers for more control and predictable results
11. How do I identify if a deal is created through Targeted PMP?
- Select Transactions | Deals
- From the column selector, select the Inventory column. Inventory column will be added to the table
- If Inventory = Targeted PMP, then the deal is created by the buyer via Targeted PMP
12. Where can I find more information about Targeted PMP?
If you have questions regarding the information below, please contact your account manager.