Automated Guaranteed (AG)
vs Private Marketplaces (PMPs)

Private Marketplaces or ‘PMPs’ are used by buyers to acquire premium digital media inventory but they come with their own set of issues ‑ particularly around transparency. Are they really the best tool for the job?

See how the technology stacks up.

AG
PMPs

#1 Access to 100% of the Publisher’s available inventory/audience

Impressions/audience exposed into the Real-Time-Bidding (RTB) ecosystem are only a subset of the available total. Whereas Automated Guaranteed exposes 100% of the publishers available inventory/audience. More

#2 Check inventory availability in real-time

Automated Guaranteed uses server-to-server technology, accessing the Publisher’s inventory directly via the Publisher ad server API. This gives buyers the unique ability to check inventory availability in real time against any future date range. More

#3 Secure highest priority in the Publisher adserver

Automated Guaranteed impressions take priority in the Publisher adserver over Private Marketplaces. Any PMP trade looking to acquire a particular type of inventory/audience will only see what is left over after AG orders are serviced.

#4 Secure inventory on a forward guaranteed basis

Orders traded via Private Marketplaces offer no guarantees for the buyer or the Publisher. Buyers are unsure of what inventory/audience they will get and how much. Likewise the buyer makes no guarantee to the Publisher how much they will buy. With Automated Guaranteed, the transaction is guaranteed for both parties, with the buyer making a spend commitment and the Publisher making a corresponding commitment to provide that inventory/audience.

#5 Access to higher quality placements, ad units and audience

As Automated Guaranteed sits at the highest priority level in the Publisher adserver, and given every AG trade is negotiated directly between buyer and seller, Publishers have sufficient control to justify exposing their most valuable ad units and audiences via AG including HPTO’s, sponsorships and other high impact executions. More

#6 Target 1st party audience profiles (Contextual, Audience, Geographic)

Any audience segment configurable in a Publisher ad server can be traded through Automated Guaranteed, including audience segments generated via the Publisher’s DMP. Private Marketplaces also support 1st party audiences however multiple PMPs are required to execute across multiple Publishers where AG only requires one PMP equivalent. More

#7 Target 3rd party audience profiles (Contextual, Audience, Geographic)

It is well known that DMPs can plug into DSPs but it is less well known that DMP 3rd party audiences can now be accessed and traded at scale via Adslot’s Guaranteed Audience capability. More

#8 Brand safe (known publisher, known site, known placement)

Both Automated Guaranteed and Private Marketplaces enable buyers to cherry pick the Publishers with whom they want to trade and the sites/placements within each. Brand safety is more an issue associated with open RTB and/or walled gardens publishing user generated content than it is with PMPs. More

#9 Full transparency between buyer and seller

In the Programmatic stack there are many parties participating in what is a very opaque transaction. With Automated Guaranteed, the buyer negotiates and transacts directly with the Publisher. As a result AG delivers more media for the advertisers budget and more revenue to the Publisher. More

#10 Zero data leakage

RTB powered transactions expose cookies to multiple intermediaries, creating the potential for audience data leakage with multiple parties. Automated Guaranteed technology allows the buyer to configure the Publishers own ad server to target the inventory/audience they require without any impression level cookie data being passed between the two parties. This means AG offers the significant benefit of zero data leakage.