How PMPs Are Rebuilding Trust in Supply
Introduction
Programmatic advertising has evolved rapidly, with curated deals—primarily through PMPs—emerging as a superior alternative to open exchanges. Below are ten reasons curated deals excel, supported by insights from industry experts and 2024 research.
- Increased Transparency
In open exchanges, advertisers have limited control over open market inventory, leading to risks in inventory quality and pricing. Advertisers often face challenges with opaque processes that make it difficult to verify where and how their ads are being served. Curated deals, however, provide clarity by ensuring transparency in inventory sourcing and ad placement. Jeffrey Goldstein, Global Head of Programmatic at Future, notes:
“Transparency in curated deals ensures advertisers know where their ads are placed, fostering trust and reducing the risk of ad fraud.” [1]
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- Why this matters for publishers:
- Enables publishers to demonstrate their commitment to quality and safety, attracting repeat buyers.
- Builds long-term trust and credibility with advertisers.
- Drives higher CPMs by ensuring premium placements.
- Why this matters for publishers:
- Precise Audience Targeting
Curated deals leverage first-party data and universal IDs for precise, privacy-friendly targeting. This approach enables advertisers to reach audiences with specific preferences or behaviors, ensuring relevance and improving campaign outcomes. With reliance on third-party cookies decreasing, first-party data has become a cornerstone for precision targeting. A 2024 Bloch Post study highlights:
“This approach reduces reliance on third-party cookies and enhances targeting accuracy.” [2]
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- Why this matters for publishers:
- Empowers publishers to command higher prices for audience-specific inventory.
- Maximizes the value of first-party data.
- Creates opportunities to showcase high-value audience segments.
- Why this matters for publishers:
- Access to Premium Inventory
Curated marketplaces offer high-quality, premium inventory not typically found in open exchanges. Advertisers prefer premium inventory because it is often brand-safe, ensuring better engagement and campaign outcomes. Curated deals make this inventory accessible to buyers who prioritize quality over volume. As noted in the Bloch Post’s 2024 analysis:
“Access to brand-safe inventory enhances campaign effectiveness.” [3]
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- Why this matters for publishers:
- Positions publishers as trusted, high-value partners.
- Attracts premium buyers looking for exclusive inventory.
- Strengthens publisher reputation in competitive markets.
- Why this matters for publishers:
- Improved Performance Metrics
Campaigns in curated deals achieve better performance because they focus on delivering relevant impressions in brand-safe environments. Advertisers gain confidence in the metrics provided, such as viewability rates, click-through rates, and conversions. A report on programmatic trends states:
“SSPs provide 25% higher CPMs for curated inventory.” [4]
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- Why this matters for publishers:
- Enhances revenue potential through proven performance.
- Solidifies relationships with advertisers seeking consistent results.
- Optimizes yield management strategies for better monetization.
- Why this matters for publishers:
- Enhanced Data Privacy Compliance
Curated deals align with privacy laws like GDPR and CCPA, addressing consumer concerns about data usage. Curated deals allow advertisers to maintain compliance while delivering personalized campaigns by relying on first-party data. The Bloch Post reports:
“These solutions meet consumer expectations while maintaining compliance.” [5]
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- Why this matters for publishers:
- Boosts publisher reputation as a privacy-compliant partner.
- Reduces regulatory risks associated with data misuse.
- Positions publishers as leaders in privacy-forward advertising.
- Why this matters for publishers:
- Flexible Customization Options
Advertisers can customize campaigns for geographic targeting, seasonal trends, or specific audience segments. This flexibility allows them to adapt to market dynamics and campaign goals. Publishers benefit by offering curated packages that meet unique buyer requirements. A PMP optimization study highlights:
“Advertisers benefit from flexible customization for optimal results.” [6]
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- Why this matters for publishers:
- Enables publishers to offer tailored inventory packages that meet niche demands.
- Increases demand for unique placements.
- Drives premium pricing for highly targeted campaigns.
- Why this matters for publishers:
- Stronger Buyer-Publisher Relationships
Direct collaboration in curated deals fosters partnerships that benefit both parties. Publishers can create tailored packages that align with campaign objectives by working closely with advertisers. This collaboration often leads to long-term relationships. The 2024 programmatic advertising review notes:
“These partnerships enable publishers to tailor inventory packages better.” [7]
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- Why this matters for publishers:
- Encourages repeat business through stronger buyer trust.
- Supports long-term revenue growth via collaboration.
- Allows publishers to align offerings with advertiser needs better.
- Why this matters for publishers:
- Reduced Media Waste
Curated deals prioritize verified audiences, minimizing irrelevant impressions and optimizing ad spend. By eliminating waste, advertisers achieve better returns while publishers showcase their value with targeted inventory. The Bloch Post highlights:
“Efficiency minimizes waste and optimizes ad spend.” [8]
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- Why this matters for publishers:
- Attracts high-value buyers seeking reliable inventory.
- Reduces operational costs by focusing on relevant impressions.
- Builds publisher credibility for delivering targeted results.
- Why this matters for publishers:
- Access to Exclusive Insights
Curated deals provide detailed reporting and actionable insights, offering advertisers greater visibility into campaign performance. These insights help advertisers optimize strategies and publishers to refine inventory offerings. The Bloch Post’s annual report notes:
“These insights surpass standard metrics available in open exchanges.” [9]
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- Why this matters for publishers:
- Enhances inventory appeal through transparency and performance data.
- Supports informed decision-making for inventory optimization.
- Attracts advertisers who value data-driven insights.
- Why this matters for publishers:
- PMPs Are the Future
PMPs address programmatic challenges by leveraging first-party data to deliver targeted solutions. As third-party cookies phase out, PMPs offer a sustainable path forward for publishers and advertisers alike. The Bloch Post explains:
“Curated deals empower buyers to achieve precision targeting while accessing premium inventory.” [10]
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- Why this matters for publishers:
- Offers sustainable revenue growth through premium programmatic solutions.
- Reduces dependence on outdated third-party cookie strategies.
- Enhances publisher competitiveness in the evolving programmatic landscape.
- Why this matters for publishers:
Adapex Audience
Adapex AudienceSync provides a comprehensive curation service for publishers, highlighting the synchronization of first-party data with audience sync audience targeting. It empowers publishers to maximize audience value through tailored strategies and cutting-edge tools.
Adapex AudienceSync Packages:
- Custom Audience Creation with O&O Inventory:
- Create custom audience segments using AdApex’s publisher-owned and operated (O&O) inventory network.
- Organize and sync first-party data to create specific audience segments.
- Sync audiences with curation partners and work with the advertiser’s preferred DSP.
- Generate and send Deal IDs to the SSP.
- Real-time bidding and monetization within the O&O inventory.
- Audience Extension Across the Open Web:
- Extend the reach of custom audience segments beyond O&O inventory.
- Sync audiences with curation partners to reach users across the open web.
- Revenue sharing among publishers based on data contribution.
- Enhanced reach and flexibility in audience targeting.
Conclusion:
Adapex AudienceSync offers a comprehensive solution for publishers seeking to maximize the value of their first-party data and for advertisers targeting particular audience segments. With two flexible curation packages—Custom Audience Creation and Audience Extension—AdApex provides targeted, scalable, data-driven strategies that drive campaign success. Through transparent participation options, publishers maintain control over their data and are empowered to monetize their assets effectively while optimizing their inventory for the evolving digital advertising landscape.
About Adapex
Adapex is a leading monetization platform for publishers, specializing in optimizing programmatic channels such as display, video, native, AMP, in-app, and CTV. With cutting-edge AI technology integrated into its solutions, Adapex helps publishers maximize revenue, and advertisers achieve precision targeting. Adapex’s Data Refinery transforms first-party data into actionable insights, enabling personalized ad experiences that drive engagement and loyalty.
Recognized as a leader in ad tech innovation, Adapex has been shortlisted for the Digiday Media Awards for Best Ad Tech Platform. Through strategic partnerships, such as their collaboration with Quizzly.ai, Adapex empowers publishers with tools to amplify audience engagement and revenue. For advertisers, Adapex offers precision targeting and predictive analytics, ensuring campaigns resonate with audiences and deliver measurable results. Learn more about Adapex at adapex.io.
Footnotes
- Why Transparency in Programmatic Advertising Matters
- First-Party Data’s Role in Curated Deals
- Premium Inventory Benefits in PMPs
- Standing Out with Unique Publisher Offerings
- Improved Campaign Performance Metrics
- Customization in Programmatic Campaigns
- Building Strong Buyer-Publisher Relationships
- Reducing Media Waste with PMPs
- Access to Enhanced Reporting and Insights
- Future of Curated Deals in Programmatic Advertising