PMP

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Overview

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PMP Benefits

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Quality Advantages

• Premium Inventory: Access to high-quality, brand-safe placements
• Better Performance: Higher viewability rates and engagement metrics
• Brand Safety: Enhanced content controls and publisher vetting
• Exclusive Access: Priority access to limited premium inventory

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Commercial Benefits

• Preferred Pricing: Negotiated rates often below open market prices
• Volume Discounts: Better rates for committed spend levels
• Payment Terms: Extended payment terms and flexible arrangements
• Performance Guarantees: SLAs for delivery, viewability, and brand safety

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Managing PMPs

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Creating PMP Relationships

const pmp = await createPMP({
  brandAgentId: "ba_123",
  publisherName: "Premium Publisher Network",
  dealId: "pmp_premium_2024_q1", 
  dealDetails: {
    inventoryType: "premium_video",
    floorPrice: 8.50,
    currency: "USD",
    minimumSpend: 10000,
    dealType: "preferred",
    startDate: "2024-01-01",
    endDate: "2024-03-31"
  },
  targeting: {
    geoTargeting: ["US", "CA", "GB"],
    deviceTypes: ["desktop", "mobile"],
    contentCategories: ["business", "technology", "lifestyle"]
  },
  terms: {
    paymentTerms: "net_45",
    viewabilityGuarantee: 0.85,
    brandSafetyLevel: "strict",
    frequencyCapSupport: true
  }
});

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Listing Available PMPs

const pmps = await listPMPs({
  brandAgentId: "ba_123",
  status: "active" // or "pending", "expired", "all"
});

console.log(`Found ${pmps.length} active PMPs:`);
pmps.forEach(pmp => {
  console.log(`• ${pmp.publisherName}: $${pmp.dealDetails.floorPrice} CPM`);
  console.log(`  Deal: ${pmp.dealId} (expires: ${pmp.dealDetails.endDate})`);
});

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Updating PMP Terms

// Update PMP deal terms
const updatedPMP = await updatePMP({
  pmpId: "pmp_123",
  prompt: "Add Netflix CTV inventory and increase budget allocation by 20%",
  dealDetails: {
    floorPrice: 9.00, // Increased floor
    minimumSpend: 15000, // Higher commitment
    endDate: "2024-06-30" // Extended term
  },
  targeting: {
    // Expanded targeting
    geoTargeting: ["US", "CA", "GB", "AU"],
    ageGroups: ["25-34", "35-44", "45-54"]
  }
});

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🎯 Natural Language PMP Optimization

// Quality improvements
await updatePMP({
  pmpId: "pmp_789",
  changeRequest: "improve completion rates to 80% minimum"
});

// Inventory expansion  
await updatePMP({
  pmpId: "pmp_abc", 
  changeRequest: "add DOOH inventory and reduce open marketplace exposure"
});

// Budget adjustments
await updatePMP({
  pmpId: "pmp_def",
  changeRequest: "increase daily spend capacity by 25%"
});

• Inventory adjustments: “add more CTV inventory”, “focus on premium publishers”
• Quality standards: “improve viewability to 90%”, “stricter brand safety filtering”
• Budget changes: “increase spend by 30%”, “reduce floor prices by $2”
• Performance targets: “improve completion rates”, “target lower CPMs”

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DSP Integration

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DSP Seat Management

// Get available DSP seats for PMP setup
const dspSeats = await getDSPSeats({
  brandAgentId: "ba_123",
  dspName: "trade_desk" // or "dv360", "amazon_dsp", etc.
});

console.log("Available DSP seats:");
dspSeats.forEach(seat => {
  console.log(`• ${seat.name}: ${seat.seatId}`);
});

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PMP Activation

// Activate PMP with DSP seat configuration
const activatedPMP = await updatePMP({
  pmpId: "pmp_456",
  dspIntegration: {
    dspName: "trade_desk",
    seatId: "seat_789",
    dealActivation: {
      bidStrategy: "fixed_price",
      budgetAllocation: 25000,
      startDate: "2024-01-15"
    }
  },
  status: "active"
});

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PMP Types

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Deal Categories

• First look at inventory before open auction
• Fixed pricing at negotiated rates
• No guaranteed volume, but priority access

• Invitation-only auctions with selected buyers
• Competitive bidding among invited participants
• Higher quality than open market

• Fixed volume and pricing commitments
• Reserved inventory allocation
• Performance guarantees and SLAs

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Inventory Types

• High-viewability video placements
• Brand-safe content environments
• Connected TV and premium streaming inventory

• Above-the-fold display placements
• High-engagement publisher sites
• Mobile and desktop premium positions

• Premium podcast advertising inventory
• Music streaming platform placements
• High-attention audio environments

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Performance Monitoring

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Key PMP Metrics

• Delivery Rate: Actual spend vs. committed minimums
• CPM Performance: Actual CPM vs. floor pricing
• Viewability: Measured viewability vs. guaranteed thresholds
• Brand Safety: Content categorization and safety scores
• Audience Quality: Engagement and conversion metrics

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PMP Optimization

// Monitor PMP performance and adjust strategy
const pmpPerformance = await analyzePMPPerformance({
  pmpId: "pmp_123",
  timeframe: "30d",
  metrics: [
    "delivery_rate",
    "average_cpm", 
    "viewability_rate",
    "brand_safety_score",
    "conversion_rate"
  ]
});

// Optimize based on performance
if (pmpPerformance.viewability_rate > 0.90) {
  // High-performing PMP - increase allocation
  await adjustPMPBudget({
    pmpId: "pmp_123",
    newBudgetAllocation: 35000
  });
}

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Integration with Campaign Strategy

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PMP in Campaign Planning

// Create campaign with PMP inventory preference
const campaign = await createCampaign({
  brandAgentId: "ba_123",
  name: "Premium Brand Campaign",
  inventoryStrategy: {
    preferredPMPs: ["pmp_123", "pmp_456"],
    fallbackToOpenMarket: true,
    pmpBudgetAllocation: 0.70 // 70% of budget to PMPs
  },
  qualityThresholds: {
    minimumViewability: 0.80,
    brandSafetyLevel: "strict",
    premiumInventoryPreference: true
  }
});

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PMP vs Open Market Strategy

• Use PMPs for: Brand awareness, premium positioning, high-value audiences
• Use Open Market for: Scale, cost efficiency, broad reach campaigns
• Hybrid Approach: Combine PMPs for quality with open market for volume

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Best Practices

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Deal Negotiation

• Volume Commitments: Negotiate based on realistic spend forecasts
• Performance Guarantees: Include viewability and brand safety SLAs
• Flexible Terms: Build in adjustment mechanisms for performance issues
• Renewal Options: Secure favorable renewal terms for successful deals

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Portfolio Management

• Diversify Publishers: Don’t over-rely on single publisher relationships
• Monitor Performance: Regular review of PMP vs. open market performance
• Budget Allocation: Balance PMP commitments with campaign flexibility
• Seasonal Planning: Account for seasonal inventory pricing and availability

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Technical Integration

• DSP Setup: Ensure proper DSP seat configuration and deal activation
• Targeting Alignment: Match PMP capabilities with campaign targeting needs
• Creative Specs: Verify creative specifications match PMP requirements
• Measurement Integration: Connect PMP performance to overall campaign metrics

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API Reference