Private Marketplaces (PMPs) allow publishers to create invitation – only marketplaces to make their most valuable email ad inventory and audiences available to select buyers, moving email ad inventory via programmatic channels at significantly higher CPMs than in the open LiveIntent exchange. It’s a fast-growing way for publishers to exert more control over their inventory across both the web and email – it’s predicted that PMPs will surpass open exchange buying in the US by 2018 as advertisers look to combat fraud and ensure brand safety.
LiveIntent is now offering our PMP Beta to publishers who have a programmatic team focused on sales and operations, with a relationship with at least one of the DSPs that LiveIntent is integrated with.
What can I use to customize my Private Marketplace (PMP)?
What DSPs work with LiveIntent?
-The Trade Desk
Client Case Study
The leading newspaper in the largest US city wanted more control over how they sell in email so that they could package premium inventory like they do on their web site to drive more revenue. To do that, they set up a Private Marketplace (PMP) with LiveIntent to package and sell their most premium inventory. While testing the packages, they drove $25k in ad spend ($7k incremental) over 11 days, with an average CPM that were 2.3x higher that their normal CPMs.
To learn more, reach out to your Account Team or contact us here.