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Private marketplace (PMP) deals have been billed as a way for publishers and buyers to transact more directly, without the problems of the programmatic supply chain.
But multiple recent data points reveal that despite their premium reputation, private deals contain the same low-quality media that populate the rest of the open internet.
The Association of National Advertisers’ June transparency report found that 14% of spend running in private marketplace deals went to made-for-advertising sites, a relatively-recently classified group of publishers that exist only to make money from advertising and not to serve readers.