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:
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.
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.
|Partner||Key||Deal-Channel Map||Default Deal-Channel Value|
Deal-Channel Map is an extra signal that denotes deal type and facilitates simplified ad server set up.
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 following image provides an overview of the PMP-G workflow and best practices for publishers:
To create a PMP-G Deal:
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:
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.
Relevant to both Publishers and DSPs for setting up their systems.
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.
|Standard or Sponsorship||4 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.
8. Complete other required fields.
9. Save the creative.
This creative is specific for PubMatic; %%PATTERN:pwtdeal_pubmatic%% must be updated with the specific partner key.
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:
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 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 item||pwtdeal_pubmatic=PMPG_-_*|
|Targeting deals starting with specific string e.g all deals starting with PUB||pwtdeal_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|