49%
Any deal with one advertiser and
one publisher, with
prioritized
access to inventory
43%
Any deal with one advertiser and one
publisher,
regardless of priority level
8%
All private deals are PMPs,
regardless
of priority level
What Exactly is a PMP?
Buyers are still unclear. Generally,
On the other hand, the majority (69%) of Digital Investment buyers chose the
right definition.
Why Does This Matter?
Knowing the primary benefit of a PMP is the key to optimizing their potential. PMPs
are prevalent in CTV because of the scarcity of high - quality video inventory caused by
the expense and the lack of transparency in CTV buying. Leveraging PMPs gives
buyers insight into where their media runs without sacrificing CPMs.
Almost half of respondents were correct in their definition, with Video
Investment teams the least likely to choose the correct answer .
