Starting April 15, 2026, Megaphone publishers can begin creating Private Marketplace (PMP) deals. PMP deals are a new non-guaranteed campaign type that allows your advertisers to compete for your inventory through auction.
What is a Private Marketplace (PMP) deal?
A PMP deal is a non-guaranteed campaign where one or more advertisers bid to serve ads in your inventory. Rather than a fixed delivery like guaranteed campaigns, PMP deals run through an auction. Whichever deal submits the highest gross bid wins, as long as the bid is above the floor price you set.
PMP deals run after all guaranteed campaigns (Priority and Standard) have had a chance to fill. They then compete alongside the Spotify Audience Network (SPAN) in an auction.
Who should use PMP deals?
PMP deals are a good fit for advertisers who:
Want to use a Demand-Side Platform (DSP) to set up their campaign
Don't need a fixed impression cap
Don't need a fixed price
For advertisers who need guaranteed delivery at a fixed impression and CPM, we recommend a Priority or Standard Campaign instead.
Requirements and prerequisites
An org admin must accept the service terms before your organization can begin creating PMP deals.
PMP deals can only deliver in shows that are Spotify Audience Network (SPAN) enabled.
PMP deals can be booked starting April 15, 2026, but cannot start delivering before July 15, 2026.
If you currently run campaigns supported by VAST tags we recommend working with your advertiser to transition to PMP. Please note that VAST tag support will be discontinued on July 15, 2026.
Supported DSPs
At launch, the following DSPs will be supported:
The Trade Desk (TTD)
Google DV360
Yahoo
Amazon
40+ DSPs under Magnite SSP, including:
Active Agent AG OpenRTB, Adform OpenRTB, Adobe Advertising Cloud OpenRTB, AdTheorent OpenRTB, AllMediaDesk Gmbh OpenRTB, Amazon OpenRTB, Amobee (Unruly Group, LLC) aka Nexxen, Appier Inc. Open RTB, Basis Technologies OpenRTB, Beeswax.io Open RTB, BidSwitch OpenRTB. BidTheatre AB OpenRTB, Blis Media Limited OpenRTB, Carta OpenRTB, Cognitiv OpenRTB, Conversant Media OpenRTB (m), Criteo OpenRTB, Deep Intent - Open RTB, Display & Video 360, Hawk (TabMo) OpenRTB, Illumin Inc OpenRTB, IQM, MadHive OpenRTB, MediaMath (Powered By Infillion), Mediasmart Mobile S.L. OpenRTB, Octillion OpenRTB, Paytunes OpenRTB, PulsePoint OpenRTB, Quantcast OpenRTB, Roku Oneview OpenRTB, RTBHouse OpenRTB, Simpli.fi RTB, So-Net Media Networks OpenRTB, Splicky OpenRTB, StackAdapt - OpenRTB, Supership Inc. RTB, Taptap Networks S.L. OpenRTB, TheTradeDesk ExpressLane OpenRTB, TheTradeDesk OpenRTB, Travel Audience GmbH OpenRTB, Unicorn OpenRTB, Viant inc. OpenRTB, Xandr OpenRTB, Yahoo DSP OpenRTB, Zeta Global DSP OpenRTB
Note: We are continuously evaluating additional DSP partners. If you're interested in a DSP not on this list, contact your Spotify representative to submit feedback.
Key things to know about PMP deals
PMP deals cannot be deleted: they can be paused or archived. Archived deals remain viewable.
Floor price is set at the publisher's discretion. There is no minimum or maximum.
No limit on how many advertisers can be included in a single PMP campaign. However, one deal must target one DSP and one seat ID.
Auction performance data is provided directly to your advertiser via their DSP. You will receive impression delivery metrics in Megaphone (individual deal and aggregate).
Deal status in Megaphone reflects whether the deal has been set live within Megaphone. The advertiser must confirm live status through their DSP.