PMP does not automatically mean better quality. Quality is at the publisher level and at this point it's at the subdomain level. And you don't need 15 or even 10 SSPs to access quality publishers. From the article: “I’m setting a rule this year that we’re coming off of the open exchange. We’re going to start buying on auction package only. … So basically setting up [private marketplace] deals with suppliers” Taking that step will not matter, as she later alludes to by saying “What’s funny is even with the PMP, I don’t think my work is done. I think I’ll still find MFA sites in PMPs.” PMP is just a method of buying, so if the deals are filled with crappy sites it's not any better than buying on the open exchange. #adtech #mfa #adfraud #programmatic
Yen Nguyen
2mo
You only need access to 3-4 top SSPs, as long as these SSPs do their own due diligence (making sure ads.txt is on, manually approve every single publisher being brought on and continuously monitor quality), then PMP provides tremendous value and has more oversight compared to open exchange. Not to mention most SSPs have MFA filter now. Granted that not all PMPs are created equal. You can’t just buy something because it’s a deal. You have to have a good relationship with a curation desk who you trust, and can customize the deals to fit your agency’s criteria.
You and Leah are spot on. PMPs are generally better to some degree, but A: they offer a false sense of security, and B: at a more premium price, if there isn't a commensurate increase in quality, the value-to-cost may be even worse.