private marketplace

Definition

An invitation-only programmatic auction where premium publishers offer inventory to selected buyers at negotiated floors. The velvet rope section of the ad exchange nightclub.

Example Usage

We got into the publisher's private marketplace, which means slightly better inventory for only moderately inflated CPMs.

Origin

Emerged in early 2010s as programmatic advertising matured beyond pure open exchanges

Fun Fact

Private marketplaces were created partially to combat fraud, but shady inventory still sneaks in through supply chain opacity.

Source: Programmatic advertising terminology

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