Glossary/Adtech & Programmatic/Private Marketplace (PMP)
Adtech & Programmatic
Private Marketplace (PMP)
An invitation-only programmatic auction where select buyers access premium publisher inventory.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 5 of Programmatic 101
Short answer
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher makes premium inventory available to selected buyers, accessed through a deal ID. Prices are set by auction, often above a negotiated floor. PMPs give buyers greater quality and transparency than open auctions while letting publishers control which advertisers participate.