Key takeaways:

  • More than 20 percent of European marketers purchase half of their programmatic ads from a PMP.
  • Ninety-three percent of U.S. marketers purchase programmatic inventory from a PMP.
  • Eighty-eight percent of European marketers purchase programmatic inventory from a PMP.

Deals through private marketplaces or “PMPs” were once a niche part of marketers’ media budgets, but are becoming increasingly critical to marketers’ media strategies. With rises in programmatic spending in both the U.S. and Europe, we asked 98 brand and agency marketers at the Digiday Programmatic Marketing Summit in New Orleans and in Estoril, Portugal what percentage of the digital ad inventory they purchase now comes from a PMP.

According to the results of the Digiday survey, more marketers in the U.S. purchased inventory through a PMP than their European counterparts. Ninety-three percent of U.S. marketers did so compared to 88 percent of European marketers. However, European marketers buy a higher proportion of their inventory from PMP’s than their U.S. counterparts. Twenty-three percent of European marketers said at least 50 percent of their programmatic inventory comes from PMPs, whereas just two percent of U.S. could say the same.

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