The Interactive Advertising Bureau (IAB) has compiled a “checklist” of items that marketers should consider before entering a private programmatic marketplace. The checklist was created by several members of the IAB’s Programmatic Council, with participation from publishers, SSPs, DSPs and media buyers.
The checklist is fairly straightforward -- buyers are urged to determine whether their campaigns are branding-focused or DR-focused, what kind of inventory and transparency they are looking for, what kind of financial terms they wants and more -- but it provides a “roadmap” of sorts for anybody in the media space to follow when considering private marketplaces.
"The aim of the checklist is to ensure that buyers and sellers are on the same page about what they are trying to achieve from their Private Marketplace and that they appropriately assess (before moving ahead) whether it is the right channel to transact through," notes the IAB.
The full checklist can be found here.