Deals

Private Marketplace Deals (PMP)

In programmatic advertising, a private marketplace (PMP) deal refers to a private, invitation-only auction where publishers offer their ad inventory to a select group of advertisers. Unlike open auctions, PMP deals are exclusive and restricted to a specific set of buyers. Advertisers in a PMP deal typically have a closer relationship with the publisher and negotiate terms such as pricing, ad placements, and targeting options. This type of arrangement allows for more control and transparency between publishers and advertisers, fostering a more tailored and premium advertising environment.

To start creating a Deal, you will need access to a supply side platform (SSP). Inside that supply side platform, you will create the deal and generate a Deal ID.

Once you’ve created the Deal ID, you can add it to an Ad in the Kevel UI:

Programmatic Guaranteed (PG)

A programmatic guaranteed deal is a direct and exclusive arrangement between advertisers and publishers. It involves a pre-negotiated commitment where advertisers secure a fixed amount of ad inventory at a predetermined price. While a programmatic guaranteed deal also uses DealIDs, unlike a PMP it guarantees the delivery of a specified number of impressions, and offers fixed pricing. It provides advertisers with more control, predictability, and a direct relationship with the publisher.

To set up a programmatic guaranteed deal, you will need to create a deal and generate your dealID from inside your SSP. While the Deal is created inside the SSP, all of the pacing and decisioning will happen inside the ad server (Kevel).

For each Programmatic Guaranteed placement, you will need to create a new flight and ad. The flight and ad should have a 1:1 relationship. Under the flight, you’ll configure your delivery goals to correspond with the fixed amount of impressions you have sold.

You can do this by setting “Impressions” as the Goal Type under the flight settings. Here, you will enter in the impression quantity that you agreed to with your advertiser.

Under the ad, make sure to include the Deal ID on the Ad. Under the ad, you can also set a bid floor based on your agreed upon CPM with your buyer to ensure that this won’t be serving below that price.

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Note: You will need to call the Kevel impression pixel to make sure your impression goal is being tracked and delivered against