A private marketplace is a type of ad exchange controlled by a publisher. The publisher determines which advertisers/DSPs have access to the exchange and can therefore participate in invitation-only auctions (also known as closed auctions) that take place via that exchange. Terms such as minimum pricing (floor pricing) are set in advance for each participant. Private marketplaces contrast with open ad exchanges/open marketplaces, which are open to all advertisers/DSPs. smartclip only works on a private marketplace basis. See also Invitation-Only Auction, Open Ad Exchange.
Last modified: 15 March, 2022