Myth: PMP deals are inherently cleaner than open auction

Myth: PMP deals are inherently cleaner than open auction
Private marketplace gets sold as the safe, premium path. The deal type guarantees nothing.
— A PMP riding the same fragmented SSP path inherits all the reseller hops of the open auction
— Deal IDs get re-broadcast across SSPs, so your 'private' deal can fork through unauthorized sellers
— Curation quality depends on the seller, not the PMP label
Private is access, not purity.
Impact: trace the actual seller path behind each deal ID; don't trust the PMP wrapper. (sourced)