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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:

  • Using real-time audience data against brand-safe inventory.
  • Leverage header bidding to create the relationship between one seller and one buyer.
  • Enable direct negotiation of various aspects of IOs, such as audience, volume, and price.

PMP-Guaranteed Support in OpenWrap

OpenWrap sends all PMP-G Deal IDs, as well as other Deal IDs to the ad server. The publisher’s ad server makes all ad decisioning. By including PMP-G, OpenWrap lets buyers leverage the benefits of RTB channels using real-time audience data, volume, and price.

All of PubMatic’s PMP-G bid responses pass through OpenWrap to the ad server. It also passes the highest open marketplace bid response to let the publisher’s ad server determine the best response to monetize the impression.

Partner configuration

OpenWrap can include partners in the Wrapper for deals, but for PMP-Guaranteed it supports only PubMatic deals. 


Deal-Channel Map is an extra signal that denotes deal type and facilitates simplified ad server set up.

Operational Notes

  • OpenWrap can pass multiple bids to the ad server, including 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 only one highest open market bid and one Deal ID per exchange.
  • The Wrapper passes PMP or PMP-G string to the GAM.
  • The open market bid can come from PubMatic or any other exchange that may have provided the highest bid for the specific impression opportunity under consideration.

    To ensure that buyers can buy guaranteed inventory through PubMatic, regardless of open market interest from other SSPs, the PubMatic SSP returns only one response.

  • The publisher’s ad server that makes the final decision using the appropriate line items, priority level, and 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

The following image provides an overview of the PMP-G workflow and best practices for publishers:


Best Practices

  • Ensure the line item priority of 4 or higher (or at the same level as direct-sold line items).


  • Set up audience/demographic targeting and pacing of impressions per the terms of your PubMatic agreement.
  • Set delivery target to 120% of contracted delivery (to account for possible discrepancies).

PubMatic or publisher to provide

Relevant to both Publishers and DSPs for setting up their systems.

  • % of impressions and 30-day avails
  • Price
  • Min. budget amount
  • Transaction dates
  • Days of the week
  • Day parting
  • Matched users

Ad server line item creation

  1. In GAM, click Delivery from the main navigation.
  2. Click New Order.
  3. Complete the relevant information per the standard order creation process. Information to enter includes: start time, end time, and so on. Most publisher ad operations teams are well-familiar with this step.
  4. Assign the desired priority level to this order; Standard is recommended.

Line item priority


See GAM Delivery Priority Options documentation for the most up-to-date GAM information. Details can change frequently, so publishers should consult the GAM documentation directly to confirm the information provided below is the most current.      


To understand how forecasting accounts for key-values, refer to GAM Documentation.

Add creative code

  1. In GAM, click Delivery from the main navigation.
  2. Click Creatives in the left-hand navigation.
  3. Click Add Creatives.
  4. Search for and click Continue to add the advertiser whose creative is being added.
  5. Click Custom.
  6. Enter a name for the creative.
  7. Copy/Paste the following script in the creative field. This code is used to accept PubMatic’s Deal ID.


       9. Save the creative.

Creative display function

This creative is specific for PubMatic; %%PATTERN:pwtdeal_pubmatic%% must be updated with the specific partner key.

Custom targeting

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.


Note: The special combination of separator characters _-_should not be present in the actual Deal ID String

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.