Open auction vs private marketplace vs programmatic guaranteed
Open auction gives the most scale at the lowest price with the least control. Private marketplaces narrow the inventory to a publisher's chosen set at a negotiated floor, with delivery still subject to auction. Programmatic guaranteed fixes price and volume with one publisher, like a direct buy with programmatic execution. Premium brand campaigns lean on PMP and PG; performance campaigns lean on open auction with tight inclusion lists and supply path controls.
| Open auction | private marketplace | programmatic guaranteed | |
|---|---|---|---|
| Price | Auction; lowest | Auction above a negotiated floor | Fixed |
| Volume | Not guaranteed | Not guaranteed | Guaranteed |
| Inventory | Everything on the exchange | Publisher-selected | Publisher-selected, reserved |
| Transparency | Lowest; needs SPO and verification | Higher; known publisher | Highest |
| Access | Any DSP seat | Deal ID from the publisher | Deal ID; negotiated IO-like terms |
| Typical use | Performance, retargeting, scale | Brand campaigns on quality sites; CTV | Launches, sponsorships, premium CTV |
Terms in this comparison
Cite this page:
Agency Echelon. "Open auction vs private marketplace vs programmatic guaranteed." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/compare/open-auction-vs-pmp-vs-pg/