Documentation
Choose between Open Exchange and Private Marketplace supply for your line items on ad:personam. Manage sellers, deals, and Supply Path Optimisation.
For the complete campaign setup process, refer to the Campaign Setup Guide.
Overview
Step 4 of the Line Item setup wizard determines how your ads access programmatic supply. You choose between two supply types — or combine both — to balance reach, cost, and quality for your campaign.
| Supply Type | Description |
|---|---|
| Open Exchange | Bid on publisher inventory through supply-side platforms (SSPs). Broad reach with competitive, auction-based pricing. |
| Private Marketplace (PMP) | Bid on invite-only inventory from premium publishers at pre-negotiated CPM floors. Higher costs, but guaranteed brand-safe placements. |
Open Exchange
On the open exchange, ad:personam connects you to 330+ inventory sources across 30+ ad exchanges — including Google Ad Manager, Magnite, AppNexus, Freewheel, Index Exchange, Pubmatic, and many more.
Featured Sellers
ad:personam pre-selects 59 featured sellers by default. These are inventory sources we have vetted globally for supply quality, geographic reach, and channel coverage. You can:
- Use the default selection — recommended for most campaigns, especially when starting out.
- Expand to all sellers — select additional sources for maximum reach.
- Remove sources — exclude specific sellers that do not perform for your campaigns.
Seller Table
The seller table is automatically filtered by your campaign type. Sources that do not supply the relevant format are hidden — for example, a web-only seller will not appear in an In-App campaign. Each row displays:
- Seller name and ad exchange
- Environments — Web, App, or both
- Channels — Display, Video, Audio, Native, TV, In-App Game
- Bid multiplier — adjustable from 0.1× to 10.0× (default 1.0×)
Bid multipliers let you prioritise high-performing sources without removing lower-priority ones entirely.
For a full overview of available sellers, exchanges, and Supply Path Optimisation strategy, see Sellers and Inventory Sources.
Private Marketplace (PMP)
PMP deals give you access to premium, invite-only inventory at fixed or floor CPM prices. ad:personam's curated deal catalogue currently includes 230+ active deals across CTV, Video, and Display channels, powered by Microsoft Advertising.
During line item setup, the deal table is automatically filtered by your campaign type:
- CTV campaigns → CTV deals (streaming services, smart TV apps)
- Video campaigns → Video deals (pre-roll, mid-roll, outstream)
- Display campaigns → Display deals (banner, rich media)
Each deal shows its publisher/label, channel, region, and bid price (CPM). Select the deals that match your targeting goals.
For the complete deal catalogue, pricing details, and deal selection strategy, see Curated Deals.
Inventory Source Lists
You can also manage inventory configuration outside the line item wizard. Create a reusable Inventory Source List at the advertiser level — pre-select sources, set buying types (Open Exchange or Deals Only), configure PMP deals, and adjust bid multipliers. Then apply the list to any line item in one action.
This is particularly useful when:
- Multiple line items share the same inventory strategy.
- You want to standardise Supply Path Optimisation across campaigns.
- You need to pre-configure PMP deals for quick deployment.
Quick Reference
| Feature | Open Exchange | Private Marketplace |
|---|---|---|
| Reach | Broad — 330+ sources | Selective — curated deals only |
| Pricing | Auction-based (dynamic) | Floor or fixed CPM |
| Brand Safety | Standard (augmented by seller selection) | High — vetted publishers |
| Bid Multiplier | Yes (per source) | Via inventory source lists |
| Auto-Filtered | Yes — by campaign type | Yes — by campaign type |
| Reusable Lists | Yes — Inventory Source Lists | Yes — Deals Only buying type |