- Available inventory remains the greatest issue with private marketplaces, or PMPs
- Two common PMP issues cited by respondents were high inventory costs and technical challenges.
Virtually all publishers are increasing their number of transactions through a private marketplace, and spending on PMP’s is growing in the U.S. and Europe. In an industry continually clouded with transparency concerns, PMP’s have proven to be useful tools for marketers to ensure more brand-safe ad placements and are less vulnerable to ad fraud. Additionally the decline in third-party data available in programmatic exchanges as a result of the General Data Protection Regulation in Europe could increase the demand for PMP as buyers seek sources of first-party data.
Because of that, one might be tempted to think that the longstanding ills of PMPs, such as a lack of biddable inventory and issues with audience targeting, have been resolved. That’s unfortunately not the case according to the results of Digiday’s latest survey of 92 programmatic marketers. In fact, insufficient inventory is still the largest PMP challenge marketers face and the amount of marketers who say audience targeting is the biggest issue ticked up slightly from 31 percent in 2017 to 36 percent in 2018. Figures exceed 100 percent because respondents were allowed to select multiple answers.