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How to set up a Private Marketplace (PMP)

Requirements

  • This feature is only available to publishers that have executed an extended agreement with AerServ, that identifies the terms of the revenue share. Please contact your account manager for more information.

 

 

What is a Private Marketplace (PMP)?


Private Marketplace is an invitation-only RTB auction where one publisher or a select number of publishers invite a select number of buyers to bid on its inventory. 

AerServ allows publishers to generate their own PMP to allow RTB buyers to compete alongside aerMarket and other mediated ad sources that are targeted to placements.

PMPs may be demand a higher price due to them being curated inventory and offering first look to buyers.

 

How Do I Set Up a Private Marketplace (PMP)?


Your account manager will enable your account once the agreement has been executed. 

Once it's been enabled, there will be a "NEW MARKETPLACE" button that appears on the Ad Source Index page. 

 

 

 

Step 1: The Basics


 

 

  

THE BASICS FIELD DESCRIPTION FIELD REQUIRED/OPTIONAL
Name 

Publishers can assign a customize name for their PMP. Publishers are not limited to how many PMPs they can create so assigning a distinct name to differentiate it between the names used for mediation and other ad sources is suggested. 

Required Field

Platform

The PMP that is being created needs to be noted as running in either in app or mobile web.

Required Field

Ad Type

The PMP that is being created needs to be noted as Video or Banner.

Required Field

Status

This toggle allows publisher to pause a PMP. When a new one is created, it's automatically defaulted to ON.

 Required Field
VAST 3.0 Support

This configuration is only available if the ad type selected is Video.

It allows publishers to specify if the inventory supports VAST 3.0 inventory or not:

* No VAST 3.0 Support

* VAST 3.0 Support

This configuration will be sent to all the Programmatic Buyers so they only pass back ads that adhere to the selected setting. 

Optional Field 
Video Playback Mode

This configuration is only available if Ad Type selection = Video. Publishers have the option of selecting between these 4 settings:

  • Auto-play Sound ON
  • Auto-play Sound OFF
  • Click to Play
  • Mouse Over

This configuration will be sent to all the Programmatic Buyers so they only pass back ads that are able to play with the selected setting.  

 Optional Field
Programmatic Buyers

This is a list of all programmatic RTB Buyers that the publisher can select to include in their Private Marketplace. Only these buyers can bid against the select inventory.

Contact your Account Manager for a list of available programmatic buyers

If you don't see a buyer that you're interested in including, please contact your account manager. 

Required Field 
Buyers Seats

List of partner buyer seat Ids to send in the Private Marketplace request. The buyer would provide these seat Ids. There can be multiple seat Ids listed and they should be a comma separated list of seat Ids.

 Optional Field
Private Marketplace ID

The unique Private Marketplace Id sent in the Private Marketplace request to the partner(s). This deal Id needs to be shared with buying partners so they can target it in their system.

You can use the auto generate button to auto create a deal Id if you need to create one to share with the buying partners.

Required Field 
Private Marketplace Bid Floor

The price sent in the Private Marketplace Id request. This is also considered the minimum price in which the buyers will need to satisfy before it can serve against an ad opportunity. 

 Required Field
Private Marketplace Pricing Type

This configuration allows publishers to request between:

  • Agreed Upon Price
  • First Price Auction
  • Second Price Auction

The type of Private Marketplace campaign. Is there a set agreed upon price, is it whatever the buyer bids (first price auction) or is it based on second price auction mechanics (1 cent above the second highest bid)

 Optional Field
Private Marketplace Buyer Seats

List of partner buyer seat Ids to send in the Private Marketplace request. This can be different than the buyer seats field, and would usually list buyer sub-account seat Ids. The buyer would provide these seat Ids. There can be multiple seat Ids listed and they should be a comma separated list of seat Ids.

 Optional Field
Private Marketplace Advertiser Domains Advertiser domains allowed to provide ads for the Private Marketplace Id campaign.  Optional Field

  

 

Step 2: Impression Settings


 

 

  

IMPRESSIONS FIELD DESCRIPTION FIELD REQUIRED/OPTIONAL
Impression Cap (by day)

Publishers have the ability to place an impression cap per day against the PMP that they create. Example: if the publisher doesn't want more than 10,000 served impressions derived from their PMP ad source, they can control that settings in this field. 

Optional Field

Request Cap (by day)

Publishers have the ability to place a request cap per day against the PMP that they create. Example: if the publisher doesn't want more than 10,000 ad requests to their PMP ad source, they can control that setting in this field.

Optional Field

Frequency Cap

Publishers can elect to configure a Frequency Cap per day. Example: if the publisher wants the same person to only get 5 impressions from a specific PMP, they can control that setting in this field.

Optional Field

Start Date / End Date

Flight date settings: Publishers can elect to use this setting to only have their PMP active between a given interval.

Required Field

 

 

Step 3: Binding to Placements


 

 

  

PLACEMENTS FIELD DESCRIPTION FIELD REQUIRED/OPTIONAL
Binding to Existing Placements 

This section allows publishers to bind the PMP against the placements that they've already created. If the publisher has elected to create a PMP with ad type = Video, only placements that support Video will display in this section. 

Optional

*However, if you do not bind to placements, you will not have any activity to your PMP.

 

 

Step 4: Geos and Devices


 

 

GEOGRAPHY FIELD DESCRIPTION FIELD REQUIRED/OPTIONAL
Selecting Geos

This section allows publishers to bind the PMP to a specific GEO. Therefore this PMP will try to fill an ad opportunity, only if it stems from the defined GEO.

Optional

 

DEVICES FIELD DESCRIPTION FIELD REQUIRED/OPTIONAL
Selecting Devices

This section allows publishers to bind the PMP to a specific device. Therefore this PMP will only try to fill an ad opportunity, only if it stems from the defined device.

Optional

 

 

How Do I Measure the Success of My PMP?


Within the reporting console, underneath the 'canned report' we've created a new canned report called 'by Private Marketplace." The canned report provides publisher a break down by Date, Ad Source/PMP Name, Buyer, and Deal ID.

 

How Do I Get Paid From Monies Earned Through PMP?


AerServ will collect the monies generated from your PMP and will be paying the Publisher based on the NET amount (minus agreed upon rev shares). 

 

How Do I Troubleshoot a PMP Not Working?


Sometimes PMPs do not work for various reasons. There could be a technical issue or the buyer may not be buying the inventory for some reason. When troubleshooting the publisher should first reach out to the buyer they set the PMP up with to ensure that they are receiving the bid requests properly, and if they are then discuss with them why they are not buying through it. If the buyer is not receiving the bid requests, then contact your account manager so Aerserv can investigate.

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