Industry Knowledge

How Does a DSP (Demand-Side Platform) Purchase Ads? (Part 2)

Following the previous article introducing RTB, Direct Deals, and Programmatic Direct advertising transaction methods, how does a DSP (Demand-Side Platform) purchase ads? This article will continue to explore other Private Marketplace (PMP) advertising purchasing methods.

PMP (Private Marketplaces)

PMP (Private Marketplaces) operates through an exclusive invitation mechanism, meaning only advertisers invited by the media can participate in ad transactions. Media outlets typically reserve premium ad placements for PMP deals. Advertisers still need to bid via RTB, but the competition is limited to invited advertisers only. Although PMP prices are generally higher than those in the Open Auction, advertisers can better ensure their ads are displayed on trusted media platforms. Establishing long-term partnerships in this environment can also enhance the stability of ad placements.

In the previous article, we covered common Programmatic Direct methods within the PMP market, such as Programmatic Guaranteed and Preferred Deals. This article focuses on Private Auction and First-Look Deal purchasing methods.

Private Auction
First-Look Deal

1. Private Auction

A Private Auction is an invitation-only programmatic advertising bidding method. Only advertisers invited by the media can participate via RTB, reducing excessive competition and increasing the chances of acquiring high-quality ad inventory.PMP (Private Marketplaces) operates through an exclusive invitation mechanism, meaning only advertisers invited by the media can participate in ad transactions. Media outlets typically reserve premium ad placements for PMP deals. Advertisers still need to bid via RTB, but the competition is limited to invited advertisers only. Although PMP prices are generally higher than those in the Open Auction, advertisers can better ensure their ads are displayed on trusted media platforms. Establishing long-term partnerships in this environment can also enhance the stability of ad placements.

Invitation Required: Advertisers cannot freely access the market or directly participate in bidding; media approval is necessary for entry into a Private Auction.
Media-Set Floor Price: Publishers can set a minimum price to ensure ad revenue meets expectations.
Flexible Bidding by Advertisers: Advertisers can place bids via RTB and adjust them according to their budget, though competition with other invited bidders remains.
Higher Prices than Open Auction: Due to the premium quality of inventory and limited competition, CPM is typically higher than in the Open Auction.
Enhanced Brand Safety: Media outlets can screen advertisers to prevent ads from appearing in inappropriate placements.

2. First-Look Deal

A First-Look Deal grants specific advertisers the opportunity to view inventory before it enters the open market, allowing them to decide whether to purchase it prior to RTB bidding. When a new ad placement becomes available, invited advertisers have the first chance to buy. If they decline, the ad slot then enters the RTB auction.

Pre-Market Purchasing Advantage: Advertisers can purchase at a fixed price without competing in a bid, avoiding the uncertainties of RTB auctions.
Non-Guaranteed Impressions: Access to ad inventory is not guaranteed; purchase opportunities arise only when the publisher has available resources.
Higher Pricing: Due to the priority access, publishers typically set higher prices, and CPM may exceed RTB rates.
Unsold Inventory Flows into Open Market: If the advertiser chooses not to buy, the ad slot moves to RTB, where it may be acquired at a lower price by other bidders.
Ideal for High-Exposure Campaigns: Best suited for brand advertisers seeking premium placements and guaranteed exposure volume.

3. Private Auction vs. First-Look Deal

Feature	Private Auction	First-Look Deal
Transaction Method	Invited advertisers bid through RTB	Advertisers have priority purchasing rights at a fixed price
Price	Higher than the open market, but still requires bidding	Fixed price, usually high
Brand Awareness Stability	High	High
Number of Competitors	Few invited advertisers participate	Only advertisers with priority rights
Flexibility	Prices fluctuate with market competition	Decision required within a limited time frame
Guaranteed Impressions	No	No

These two articles provide a brief introduction to advertising transaction methods. If you would like to learn more about the relationship between DSPs and advertising, feel free to contact us through the form below:

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產業知識

DSP(廣告需求方平台)如何購買廣告? (2)

接續上一篇介紹RTB、Direct Deals、Programmatic Direct的廣告交易方式，DSP(廣告需求方平台)如何購買廣告? 本篇將繼續介紹其他私有交易市場(Private Marketplace)廣告購買方式。

PMP （Private Marketplaces 私有交易市場）

採用特殊的邀請機制交易，即只有獲得媒體端邀請的廣告主才能進行廣告交易。媒體通常會將較優質的版位留在PMP私有交易市場，廣告主依然需要透過RTB競價，但是競爭的對象非所有廣告主，僅限於有收到邀請的廣告主買家。雖然PMP的價格比起開放市場（Open Auction）來得高，但廣告主較可以確保廣告展示在信賴的媒體上，彼此間如果成為長期合作夥伴，也可以提高投放穩定性。

在上一篇我們已經介紹了PMP市場常見的Programmatic Direct（Programmatic Guaranteed以及Preferred Deals），此篇會著重介紹私有競價交易（Private Auction）和優先競價（First-Look Deal）。

Private Auction（私有競價交易）
First-Look Deal（優先競價）

1. Private Auction（私有競價交易）

私有競價交易（Private Auction）是一種受邀制的程序化廣告競價方式，只有獲得媒體邀請的廣告主才可以透過 RTB參與競價，避免過多競爭，提高獲取優質廣告資源的機會。

需獲得媒體邀請：廣告主無法自由進入市場，直接參與廣告競價，必須獲得媒體的允許才能參與私有競價交易。
媒體端可設定底價：媒體可為私有競價設定底價，確保廣告收益不低於預期。
廣告出價價格可由廣告主決定：廣告主可透過 RTB 出價，根據預算靈活調整，但仍然存在與其他在私有市場內其他競爭者競標的競爭風險。
價格較公開市場（Open Auction）更高：由於資源質量較好，且競爭者有限，CPM通常比公開市場高。
品牌安全性較高：媒體可篩選符合條件的廣告主，確保廣告不會出現在不適合的版位中。

2. First-Look Deal（優先競價）

優先競價（First-Look Deal）是讓特定廣告主獲得優先查看庫存的機會，在開放市場競價前決定是否購買的機制。當媒體有新的廣告展示機會時，這些受邀廣告主可先決定是否購買，若不購買，廣告位才會進入 RTB 競價市場。

廣告主可獲得市場競爭前的購買優勢：廣告主不需要出價競爭，而是以固定價格購買，避免 RTB 競價的不確定性。
非保證曝光：不保證一定會獲得廣告位，只有當媒體有可用資源時，廣告主才會收到購買機會
價格較高：由於獲得優先權，媒體通常會設定較高價格，CPM 可能比 RTB 高。
未被出價的版位流入公開市場：若廣告主選擇不購買，廣告版位將流入 RTB，可能以更低價格被其他競標者獲得。
適合需要保證曝光的廣告活動：需要獲得高價值曝光的品牌廣告，希望確保廣告曝光量的廣告主。

3. Private Auction vs. First-Look Deal

特點	Private Auction	First-Look Deal
交易方式	受邀廣告主透過 RTB 競價	廣告主有優先購買權，固定價格非競價
價格	高於公開市場，但仍需競價	固定價格，通常較高
品牌曝光安全性	高	高
競爭者數量	少數受邀廣告主參與競價	只有擁有優先權的廣告主
靈活性	可隨市場競價變動	需在限定時間內決定是否購買
保證曝光	否	否

兩篇廣告交易方式淺談說明到這，如果想了解更多DSP與廣告間的關係，歡迎透過以下表單聯絡我們：

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