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
Private Marketplaces for Buyers
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;
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
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 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 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.
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 ?