A Private Marketplace (PMP) is a digital advertising model where publishers and selected buyers can transact programmatically in a more controlled and exclusive environment instead of the oRTB model. It is a programmatic form that promotes the buying and selling of advertising inventory but with restrictions on who can participate.

In a PMP, publishers offer premium ad inventory to a specific group of pre-approved buyers, typically through an invitation-only or whitelist model. These buyers can be specific advertisers, agencies, or trading desks and conduct transactions using programmatic advertising technologies.

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