By Sarah Sluis

As private marketplaces have taken off, buyers and sellers have struggled to figure out exactly how to negotiate deals and, once a campaign is live, how to optimize so it actually delivers the expected value. None of the existing models quite work.

Traditionally, sellers optimize direct-sold deals and buyers control programmatic ones. With private marketplaces, the buyer controls the levers but the seller has the insights.

Private marketplaces also change pricing models. Sellers use a rate card to start direct deal negotiations, which can be too expensive for programmatic buyers. However, prices associated with open marketplace auctions can be too low for sellers.

To succeed at private marketplaces, communication must bridge these gaps in pricing and optimization. Buyers and sellers must share data and goals to find a price that works for both sides and send a campaign on a track to success.

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