concept related to PROGRAMMATIC ADVERTISING; there are two definitions of PMP in the market. The first (original) is a PRIVATE AUCTION, i.e. a type of auction where the PUBLISHER invites selected ADVERTISERS to purchase a specific AD INVENTORY – it is a closed auction, only for selected ones. The second definition is associating PMP with all Programmatic Direct AGREEMENTS concluded between the ADVERTISING PARTY and the PUBLISHER, and they are distinguished by a direct relationship in concluding such contracts. The conclusion of direct contracts takes place in the technological ecosystem of programmatic advertising.

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