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:

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. 

PubMatic supports deal-channel value, to indicate whether a bid is an open market bid, a PMP, or a PMP-G. This gives publishers operational flexibility and scalability to seamlessly manage a PMP-G program; see Ad Server Line Item Creation below for details. Open market bids from other exchanges remain active 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.

PartnerKeyDeal-Channel MapDefault Deal-Channel Value

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

Operational Notes

PMP-Guaranteed deal creation

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

To create a PMP-G Deal:

Best Practices

When planning to offer PMP-Guaranteed Deals, the best practice for the initial OpenWrap setup is to allow PubMatic to configure three (3) placeholder line items in your GAM instance. PubMatic suggests the following:

  • Create the GAM 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

See the Ad Server Line Item Creation section below for more details.

Allowing PubMatic to assist in setting up the PMP-Guaranteed line items ensures that the line items are set at three different priority levels, so only key-value pairs need to be added at a later date.

Contact your PubMatic Account Manager to determine next steps in providing access.

PubMatic or publisher to provide

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

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.      

Set up PMP-Guaranteed deals on the ad server at the Sponsorship or Standard priority level, depending upon your requirements (see bulleted descriptions below). PMP-G line items should match the intended goals for which these priority tiers are intended; that is, share of voice or absolute share of inventory.

Line ItemPriorityFeatures
Standard or Sponsorship4 or higher

Impressions goal (GAM manages pacing)

Recommended Priority Level for Line Items

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.

<script type='text/javascript'>
            var i = 0, w = window.self;
            while(w!== && !(w.PWT && w.PWT.displayCreative) && i<10){
                  w = window.self.parent; i++;
            try{ w.PWT.displayPMPCreative(document, '%%PATTERN:pwtdeal_pubmatic%%', []); } catch(e){}

       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.

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.

This line item should have the following key value targeting:

Key: pwtdeal_pubmatic

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 separator _-_* at the end is necessary; If it isn’t present an example such as PMPG_-_PUBDEAL1* will target all deals such as PUBDEAL123, PUBDEAL1XYZ, etc.

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 itempwtdeal_pubmatic=PMPG_-_*
Targeting deals starting with specific string e.g all deals starting with PUBpwtdeal_pubmatic=PMPG_-_PUB*
Targeting deals coming for other supported partners (check the supported partners list & partner-key above)pwtdeal_<partner-key>=PMPG_-_PARTNERDEAL1

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