What is a PMP deal?
A PMP deal is a specific buying path inside a private marketplace. If the marketplace is the framework, the PMP deal is the operational setup that defines who can buy, what inventory is included, and under which conditions.
It is therefore a practical execution layer inside programmatic trading.
Why does it matter?
PMP deals matter when brands want more control than open auction buying offers, but still want the convenience of programmatic execution. They can help protect premium inventory and align buying conditions more closely with the campaign brief.
That makes them especially relevant for more selective or higher-quality inventory access.
How does it work in practice?
The seller creates the deal, defines inventory, pricing logic, or access rules, and then shares the technical identifiers with the buyer. The buyer then activates the setup through a Deal ID and, when required, the correct Seat ID.
If any of those pieces is wrong, the deal may exist on paper but fail to deliver in practice.
How should it be measured?
Useful checks include whether the exposed inventory was actually used, whether delivery matched the agreed terms, and whether the deal outperformed more open buying paths. The quality of setup matters almost as much as the commercial agreement.
| Deal element | What to define | What can go wrong |
|---|---|---|
| Inventory | placements, formats, markets, and available volume | the buyer does not receive the supply expected in the brief |
| Identifiers | Deal ID, Seat ID, buyer, and DSP platform | the deal does not deliver or is visible to the wrong partner |
| Terms | price, priority, restrictions, and campaign window | delivery does not match the commercial agreement |
The main question is whether the deal improved buying control without creating unnecessary friction.
Common misunderstandings
- A PMP deal is not a format; it is a buying route.
- Not every PMP deal is automatically premium in effect.
- Technical setup errors can break a perfectly good commercial agreement.