An invitation-only programmatic auction in which a publisher offers specific inventory to selected buyers, usually with a negotiated Floor Price. The buyer still bids and is not guaranteed delivery, but competes against fewer bidders on better-defined inventory. Access is granted through a Deal ID entered in the buyer's DSP.
Cite this entry:
Agency Echelon. "Private Marketplace." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/private-marketplace/