Renegotiating a PMP floor from $6.00 to $4.50 raised won impressions 3.4x

Renegotiating a PMP floor from $6.00 to $4.50 raised won impressions 3.4x

A buyer's private marketplace deal barely delivered. The floor, not demand, was the constraint.

Private marketplace, or PMP (an invite-only auction between one publisher and selected buyers, gated by a fixed floor price).

1. They modeled their value curve for the deal's audience: most impressions were worth $4.00 to $5.50 to them, few worth the $6.00 floor.
2. At $6.00, they cleared only the top sliver of inventory, winning 4% of available impressions.
3. They showed the publisher the bid-density data and renegotiated the floor to $4.50.

Evidence: won impressions rose 3.4x, and because the buyer now bid into the meat of their value curve, blended deal CPM landed at $4.90, above the old $6.00 floor's thin clearing because volume came from the $4.50 to $5.50 band. The publisher earned more total revenue from the deal despite the lower floor.

Why it matters: a PMP floor set above the buyer's value curve starves the deal. Sharing bid-density data turns floor negotiation from a guess into a model where both sides can find the price that maximizes total cleared value.