How do you negotiate better deals with PMPs in a competitive market?

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Programmatic media buying is a fast and efficient way to reach your target audience online, but it also comes with some challenges. One of them is how to negotiate better deals with private marketplaces (PMPs), where publishers offer premium inventory to selected buyers. PMPs can offer higher quality, transparency, and control than open auctions, but they also require more strategy and communication to secure the best prices and performance. In this article, you will learn some tips and best practices to negotiate better deals with PMPs in a competitive market.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Performance Marketing Leader | Customer Acquisition & Growth Strategist
Bhuwan Khatri

Digital Media @ Dentsu

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Abhishek Parida

Programmatic Senior Account Manager

1 Know your goals and budget

Before you approach any PMP deal, you need to have a clear idea of what you want to achieve and how much you are willing to spend. Define your campaign objectives, KPIs, target audience, and desired inventory. Then, set a realistic budget based on your expected return on ad spend (ROAS) and the market rates for similar inventory. Having a clear and consistent vision of your goals and budget will help you communicate better with publishers and avoid wasting time and money on irrelevant or overpriced deals.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Performance Marketing Leader | Customer Acquisition & Growth Strategist
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Before diving into a PMP (Private Marketplace) deal, it’s like plotting your course before setting sail. Start by defining your campaign objectives and KPIs, and decide on your target audience and desired inventory. Then, set a realistic budget based on your expected ROAS and current market rates. With a clear vision of your goals and budget, you can have more productive discussions with publishers and steer clear of deals that don’t fit or are overpriced. It’s all about ensuring your strategy is focused and your investment is well-directed.

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Bhuwan Khatri

Digital Media @ Dentsu
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Don't directly opt for premium PMP inventory even, if they are available. Know your campaign objective and budget, then start the conversation with the supplier on what exactly you are looking for and if the inventory you are looking for with almost all the campaign details matches. Go for it. Tho, compare the buying prices with other suppliers on the market.

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Abhishek Parida

Programmatic Senior Account Manager
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The answers are so basic and fluff in my opinion.. know your goals and KPIs.. duh everyone knows that. The best way to get the best rate is that for every agencies there will be partner publishers with whom they will have a tie up. You run ads there simple. Or when there are publisher presentations about their unique capabilities then is the time to negotiate the rate upfront. For example Teads came and they offered discounts on blocking budget in the next quarter. We are in a somewhat depressed market so this is the time where you can make the most use of it Cheers!

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Pablo Peirone

Digital Strategist and Mentor ?? | Offering Robust Programmatic Advertising Solutions for Superior Results ??
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The key to PMP success isn't just in the numbers - it's in understanding the value exchange. After years of trading, I've learned that the best deals emerge from a three-pillar approach: >Data speaks first: Know your actual needs vs. available performance metrics >Relationship builds bridges: Regular check-ins > one-time discounts >Testing creates leverage: Small tests validate potential before big commitments

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2 Research the publishers and their inventory

Once you have your goals and budget in mind, you need to do some research on the publishers and their inventory. Find out what kind of content, audience, and ad formats they offer, and how they match your criteria. Also, look for any data or insights they can provide to help you optimize your campaign performance. For example, some publishers may offer first-party data, audience segments, or contextual targeting options that can enhance your PMP deal. Additionally, check their reputation, ratings, and reviews from other buyers and industry sources to ensure they are trustworthy and reliable.

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Zach Frost

Director of Integrated Media at Flynn
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One of the keys to programmatic buying, particularly with PMPs, is understanding where the inventory is being sourced from. Many DSPs have stock PMP deals that you can tap into off the shelf, but it may not be the exact inventory you're looking for. Reach out to suppliers and have open conversations about what you're looking for and for what price. Leverage buying volume when possible, compare supplier rates, and maintain flexibility on deal terms without abandoning your goals - there may be different ways to accomplish the what you're trying to do. This creates collaboration and better buying relationships, which all helps secure better deals moving forward.

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3 Establish a relationship and a dialogue

Negotiating better deals with PMPs is not just about numbers and metrics, it is also about building a relationship and a dialogue with the publishers. Unlike open auctions, where transactions are automated and anonymous, PMP deals require more human interaction and collaboration. Therefore, you need to establish a rapport and a trust with the publishers, and show them that you value their inventory and their partnership. Communicate your goals and expectations clearly and respectfully, and listen to their feedback and suggestions. Also, be flexible and open to compromise, and avoid making unrealistic or unreasonable demands.

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4 Test and optimize your PMP deals

Negotiating better deals with PMPs is not a one-time event, it is an ongoing process that requires constant testing and optimization. Once you have secured a PMP deal, you need to monitor its performance and compare it with your benchmarks and goals. Use the data and analytics tools available to you to track and measure your key metrics, such as impressions, clicks, conversions, CPM, CTR, CPA, and ROAS. Also, use the communication channels you have established with the publishers to share your results and feedback, and to request any changes or adjustments that can improve your PMP deal. For example, you may want to change the frequency, timing, or placement of your ads, or to add or remove some inventory or audience segments.

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5 Evaluate and renegotiate your PMP deals

Finally, you need to evaluate and renegotiate your PMP deals periodically to ensure they are still delivering the best value and results for your campaigns. Review your performance data and your ROAS, and compare them with the market trends and your competitors. Also, review your relationship and your satisfaction with the publishers, and their responsiveness and support. Based on your evaluation, you may decide to continue, renew, or terminate your PMP deal, or to negotiate new terms or conditions that can benefit both parties. Remember that the programmatic media buying market is dynamic and competitive, and you need to stay on top of the changes and opportunities that can affect your PMP deals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you negotiate better deals with PMPs in a competitive market?

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1 Know your goals and budget

2 Research the publishers and their inventory

3 Establish a relationship and a dialogue

4 Test and optimize your PMP deals

5 Evaluate and renegotiate your PMP deals

6 Here’s what else to consider

Programmatic Media Buying

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