Documentation
Curated deals in ad:personam Data Marketplace offer a targeted approach for advertisers to access premium inventory through invite-only auctions. This method enhances brand safety and provides various deal types, including single publisher and content category targeting. By leveraging CPM guidance and advanced targeting capabilities, advertisers can execute effective campaigns with confidence.
Curated deals, or private marketplace (PMP) advertising, offer a targeted and exclusive approach within the ad:personam Data Marketplace. Available across all campaign types, this feature provides advertisers with the option to deliver campaigns exclusively through premium inventory from high-caliber publishers via invite-only auctions.
How Do Curated Deals Work?
Curated deals function above the open exchange in the programmatic media buying ecosystem. Each auction has specific parameters for price and access set by the publisher. Advertisers bid on this inventory using a cost-per-mille (CPM) model, which enables precise targeting of specific audiences or content that aligns with campaign goals. The programmatic nature of curated deals streamlines the process, eliminating the need for manual negotiations between advertisers and publishers.
Benefits of Using Curated Deals
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Universal PMP-Only Delivery Option: All campaign types in ad:personam's platform support PMP-only delivery, allowing advertisers to restrict their campaigns exclusively to curated deals for maximum premium inventory control.
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Enhanced Brand Safety: Advertisers gain control over ad placements, significantly reducing the risk of appearing next to unsuitable content.
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Access to Premium Inventory: Curated deals provide a variety of formats, including display, video, audio, native, and connected TV, all within pre-negotiated deals managed by the Microsoft team at Xandr.
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Informed Decision Making: With more data available through deal IDs, advertisers can optimize their messaging, placements, and formats for maximum impact.
Deal Types Explained
Curated deal types are categorized to accommodate diverse advertising strategies across all campaign formats:
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Single Publisher: Exclusive access to inventory from a specific publisher, allowing targeted advertising within a reputable domain across various ad formats.
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Run of Network: Aggregates inventory across multiple publishers, providing broad reach within a network of quality sites and apps, supporting all campaign types.
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Content Categories: Sources premium inventory from multiple publishers within specific categories, enabling targeted advertising in niche sectors while maintaining format flexibility for Display, Video, CTV, In-App, and Audio campaigns.
Understanding CPM Guidance
In the curated deals marketplace view, the CPM (cost per mille) reflects bid guidance shared by the publisher. This information helps advertisers make competitive bids to secure the desired inventory effectively.
How to Target with Curated Deals
Curated deals can be integrated into any campaign type in ad:personam's DSP platform, with the flexibility to run campaigns exclusively on PMP inventory:
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Choose Your Campaign Type: Curated deals work across all campaign channels - Display, Video, CTV, In-App, and Audio. Select your preferred campaign type during the initial setup process.
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Configure PMP-Only Delivery (Optional): During campaign setup, you can choose to deliver exclusively on private marketplace deals, ensuring your ads only appear through curated inventory for maximum brand safety and premium placement.
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Explore and Select Curated Deals: Navigate the data marketplace to discover available curated deals, arranged by the Microsoft team at Xandr, spanning various publishers and content categories. Choose deals that align with your campaign objectives and target audience.
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Launch Your Premium Campaign: With your selected curated deals configured, launch your campaign. The advanced targeting capabilities of ad:personam will ensure your ads are placed within the most relevant and brand-safe premium environments.
Curated deals in ad:personam's Data Marketplace provide a strategic advantage for advertisers across all campaign types, offering the unique capability to run campaigns exclusively on premium private marketplace inventory. With universal PMP-only delivery options, comprehensive deal insights, and CPM guidance, advertisers can confidently navigate the marketplace while leveraging the superior brand safety and quality that curated deals offer, regardless of whether they're running Display, Video, CTV, In-App, or Audio campaigns.