What is a Private Marketplace?

Private Marketplace Deals are typically “Invite Only” or Exclusive Programmatic Advertising Auctions that give the buyer priority or preferred access in the Ad Server or SSP on a Semi-Reserved basis with agreed on pricing. Deals generally consist of predetermined High Quality Inventory or specific Audience Segments. Private Marketplace Deals can be setup as Evergreen (no end date) or Campaign Flight based (ie start and stop dates).

Benefits of Private Marketplace Deals

Top Level Benefits of Private Marketplace Deals

  • First Look” or Preferred \ Priority Access
  • Fixed or Dynamic Floor based CPMs
  • Layer on First Party or Third-Party Data
  • Brand-safe Inventory with URL Transparency
  • Easy to Optimize for KPIs using Smart Deals Logic
  • Precise Targeting
  • Workflow Efficiencies


Benefits of Private Marketplace Deals

Private Marketplaces for Buyers

Private Marketplace Deals

No matter what you call them ie PMPs, PMP Deals, Deal IDs, Private Marketplace, Private Auctions or Preferred Deals; Healthy Ads offers Agency Trading Desks (ATDs), Demand Side Platforms (DSPs), Retargeters and Brand Advertisers direct access to our Highest quality inventory via a range of Private Marketplace Deals.

Ideal for Health, Fitness, Pharmaceutical and Medical brands wanted to reach highly engaged and healthy conscious consumers online.

Private Marketplace Categories

Healthy Ads approaches Private Marketplace Deals different to most. We categorize Private Marketplace Deals into 4 different base categories, these being; Media Type, Placement, Contextual & Audience.

Media Type based Private Marketplace Deals

Media Type based Private Marketplace Deals simply is the differentiation between the Media Types that Healthy Ads offers. We offer Private Marketplace Deals based on;

  • Display Advertising
  • Mobile Advertising
  • Video Advertising
  • Native Advertising
Private Marketplace Deals Media Types
Private Marketplace Deals Media Types

Placement based Private Marketplace Deals

Placement based Private Marketplace Deals fall into two trafficking options; Creative Ad Size and Optimization by Placement.

1. Creative Ad Size

For buyers that want to access a specific creative size like a 970×250 or a rich media unit like an Interstitial, we can create a Deal just for that size. Deals for Ad Size be limited to one or many sizes. We offer both standard IAB units and IAB Rising Star units.

2. Optimization by Placement

We use an algorithm in Real-time to cherry pick placements for a deal depending on optimization criteria. Common Optimization Deals include;

  • Best Performing Placements (High CTR)
  • 70% Viewability (Display & Video)
  • Video High Completion Rates
  • Expandable Placements
  • Mobile Interscroller
Private Marketplace Deals Optimization
Contextual based Private Marketplace Deals

Contextual based Private Marketplace Deals

Many say that Context is King. Healthy Ads offers the ability to advertise on a programmatic basis using Deal ID right next to relevant content which is contextually relevant for your campaign.

For example, if you had an advertising campaign about a Diabetic Medication, then we would setup a Private Marketplace Deals targeting Diabetes Content.

For a full list of Health based Contextual Targeting options available, visit our Contextual Targeting Page.

Audience based Private Marketplace Deals

Audience based Private Marketplace Deals are Deals are built using our own First Party Data Segments or Third-Party Data Segments.

Check out First Party Data Segments.

Via our data integrations and partnerships, Healthy Ads has access to literally thousands third party Audience Data Segments. These include demographic segments like age, sex, marital status or employment as well as shopping behaviors and interests.

Private Marketplace Deals Audience

Private Marketplace Pricing

Private Marketplace Deals Pricing

Healthy Ads offers 3 types of Private Marketplace Pricing options with Deals and we operate a 2nd Price Auction.

  • Dynamic Floor Prices (Most Popular)
    Dynamic Floor Priced is our most popular option by programmatic buyers. We set a floor price and the clearing price will be a penny more than the 2nd highest bidder.
  • Fixed Prices
    Fixed Price pricing irrespective of what you bid. Ideal for Buyers that need certainty with Programmatic Prices.
  • No Floor Price / Marketprice
    Our No Floor Price option allows buyers to bid what they think the inventory is worth and end up paying a fair market rate for the inventory at that time, somewhat similar to what you would see buying Open Exchange. Biggest benefit is Open Exchange buying with multiple campaigns a Deal. No Floor Price is not available to all DSPs, please ask to see if your DSP is supported.
Private Marketplace Deals Floor Price / Marketprice

How to Setup a Private Marketplace Deal

To setup a Private Marketplace with Healthy Ads, simply Contact Us with your requirements. When Contacting us, please share as much information or a brief if you have it.

We typically suggest 4-5 different deals depending on your strategy or tactics.

Ideally we’d like to know the following;

  • What DSP will you be using?
  • Evergreen Deal or Campaign Deal (with Flight Dates)?
  • Client and Brand ?
  • Timing – When do you need the Deal ID live ?
  • Goals or KPIs (ie CTR, Conversions, Viewability) ?
  • Creative Ad Sizes?
  • Who is the Target Audience?
  • Campaigns Tactics or Strategy ?

What is a Deal ID ?

Depending on the SSP used, a Deal ID is a numerical or alphanumerical identifier passed in the actual the bid request to DSP. The Deal Id (when mapped in both SSP and DSP) enables the buyers DSP to identify private marketplace inventory and bid accordingly to the rules set in the DSP.

One to One Deals

Most Deal IDs operate on a strict One to One basis. That is; a Deal ID is setup for a single DSP and enabled for a seller and buyer only to transact on. An example of One to One Deals would be Healthy Ads (as the Seller) and ULTRA Mindshare (as the Buyer) transacting on a specific Deal ID.

One to Many Deals

One to Many Deals are slightly different, whilst limited to a single DSP, the seller enables that any buyer using the DSP can access the deals. Sometimes One to Many Deals are referred to as Platform Deals or Pre Negotiated Deals. An example of a One to Many Deal would be Healthy Ads (as the Seller) and the TradeDesk (as the DSP) and the deal is used by an Agency transacting on a specific Deal ID.

Integrated Demand Side Platforms (DSPs)

For programmatic enabled Brands with In-house Trading Teams, Agency Trading Desks, Retargeters or Independent Traders, Healthy Ads is built upon Appnexus tech stack and fully integrated programmatically with the following Demand Side Platforms enabling streamlined, transparent connections between advertisers and consumers.

Beeswax DSP
Doubleclick Bid Manager
BidSwitch DSP by IPONWEB
Basis by Centro
Adobe Marketing Cloud
The Trade Desk
BrightRoll DSP by Yahoo
Delta Projects
Amazon Advertising Platform
AdRoll Retargeting

Let’s Get Started ! 

Let the Healthy Ads team walk you through all the options available to ensure that your Health, Fitness, Pharmaceutical or Medical campaign has the best possible combination of Premium Guaranteed Inventory, First Party Data and Programmatic elements.