In the context of digital advertising, PMP (Private Marketplace) and PG (Programmatic Guaranteed) are two different types of buying methods. Let’s break down the key differences and why advertisers or agencies might prefer one over the other:

1. Control and Transparency:
   • PMP (Private Marketplace): PMP deals are invitation-only auctions where publishers offer their inventory to a select group of advertisers. This exclusivity provides advertisers with more control over where their ads appear, ensuring higher transparency and brand safety.
   • PG (Programmatic Guaranteed): PG deals involve a direct agreement between the publisher and the advertiser. This method provides even more control and transparency, as the terms are negotiated directly, and there is a guaranteed number of impressions at a fixed price.
2. Inventory Quality:
   • PMP: Advertisers often choose PMP when they want access to premium or exclusive inventory. This can include specific websites, apps, or other digital properties that align closely with the advertiser’s target audience and brand values.
   • PG: Programmatic Guaranteed deals provide a high level of control over inventory quality, as the terms are agreed upon directly with the publisher. Advertisers can secure premium placements with confidence in the quality of impressions.
3. Price Predictability:
   • PMP: While PMP deals may offer some negotiation on pricing, they are generally based on an auction model. Advertisers may have more control over the pricing compared to an open auction, but it’s still subject to competition.
   • PG: Programmatic Guaranteed deals involve a fixed price and a guaranteed number of impressions, providing advertisers with price predictability. This can be appealing for campaigns with specific budget constraints.
4. Guaranteed Delivery:
   • PMP: While PMP provides a level of control, it doesn’t guarantee the delivery of impressions. Advertisers may still face competition for inventory within the private marketplace.
   • PG: Programmatic Guaranteed deals ensure a specific number of impressions will be delivered, providing advertisers with certainty on the reach of their campaign.

In summary, advertisers and agencies may prefer PMP for the balance it strikes between control, transparency, and access to premium inventory. However, for those seeking even more control, guaranteed delivery, and direct negotiation of terms, PG might be the preferred choice. The choice between PMP and PG often depends on the campaign goals, budget constraints, and the level of control and transparency desired by the advertiser.