PMP-Guaranteed Roles & Responsibilities

Deal Considerations

In a Private Marketplace - Guaranteed (PMP-G) deals, both publishers and buyers must agree on deal terms with the following recommended considerations:

  • What is the budget?
  • How many total impressions will be sent to the buyer?
  • What is the agreed-upon discrepancy threshold?
    • Example: This could be ~10% greater than the number of impressions that will be purchased to allow the DSP to decision and pass on bidding on some of those impressions, allowing for a small discrepancy.
  • What are the accepted and expected ad sizes and format?

Publisher Responsibilities

  • Set up priority in the ad server.
    • Set the line item at an appropriate priority level for PMP-Guaranteed (PubMatic suggests Sponsorship or Standard priority).
      • NOTE: if you have all line items set to Standard priority (i.e. all line items competing on price) then the price set on the PMP-G line item can affect the overall pacing. Therefore it is important to set an appropriate price (i.e. high enough) to ensure that the line item delivers.
  • Set up targeting in the ad server (based on the agreed-upon metrics with the buyer).
    • CPM, Pacing, Daily Impression Cap, Flight Dates, agreed to start time and time zone, etc.
    • Be aware that time zone differences between the publisher ad server and the buyer system can make aligning delivery reports challenging. To ensure that the comparison is being done properly it's best to report in UTC.
  • Set up the PMP-Guaranteed Deal ID within the PubMatic UI. 
    • Associate the correct ad tag to the correct Deal ID.
    • Set up the passback tag.
    • Enter the correct CPM.
    • Do not set any RTB rules associated with this deal.
    • Set up a RTB rule to block bids from Open Market for the tag used for the PMP-G deal.
    • Make sure the ad tag you create for a guaranteed deal is used by one deal only in PubMatic platform. If one ad tag is targeted by multiple guaranteed deals, those deals will compete for the same inventory, and win rates for all those deals will be impacted.
    • Do not apply blocklists to the DSP, agency or advertiser.
    • Do not set up any targeting. (All targeting should be set up within the ad server, not within PubMatic's platform.)
    • Only include the correct and single DSP, agency and advertiser.

Buyer Responsibilities

  • Set up the PMP-Guaranteed Deal ID in the DSP console.
    • Configure the console to always bid and respond to every impression that comes from this particular deal.
    • Enter the correct days and times that were agreed upon
    • Be aware of time zone differences between the publisher ad server if planning to align delivery reports at the end of the campaign. To ensure that the comparison is being done properly it's best to report in UTC.
    • Do not apply any targeting to criteria that would cause the personal system to not bid on an impression sent from the agreed upon deal ID.
    • Bid and respond with a response that is equal to the agreed upon price.
    • Respond with only approved creatives (advertiser approved).
      • Send only creative ad formats and sizes that have been already been agreed upon.
    • As a best practice, PubMatic suggests for the buyer to:
      • Set up daily report showing bid requests, responses, impressions, CPM and revenue to share with your PubMatic Account Manager. 

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