Private marketplace (PMP)
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
This is how named-show podcast buying and most premium audio actually happens: you do not target a show, you negotiate a deal and then execute it programmatically. AdBuyMCP's audio compiler emits a named-show package as a deal specification rather than as a targeting parameter, which is the honest shape — the deal has to exist before the plan can spend against it.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Deal ID
The identifier that carries a negotiated private-marketplace arrangement into a programmatic buying system at auction time, telling the auction which buyer gets access to which inventory at which agreed price.
Podcast advertising
Advertising inside podcast episodes, either dynamically inserted at play time and targeted by listener, or read by the host and baked into the episode permanently. The two are bought, priced and measured differently.
Programmatic advertising
Buying advertising through automated systems that decide, impression by impression, whether to bid and how much to pay for it. It describes the transaction mechanism rather than a channel: CTV, audio, DOOH and display can all be bought programmatically.
More on buying and commercials
How media is transacted and where the money goes. The terms in this group are the ones a fee conversation turns on.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through