Do PMPs work for super niche audiences? It’s been a couple of years since I ran one. Any thoughts?

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It depends, are you layering on first/third party audiences or using PMPs to target sites that index highly against the audience?

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PMPs are for buying inventory on a specific site. If you are targeting against an audience, does it make sense to buy inventory based on a site rather than an audience? I would say no... maybe only if the site is endemic to your audience.

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You can also set up PMPs on ad networks which get massive scale across a ton of apps/sites and therefore layering on targeting is key

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Some context might help. We’re running a campaign targeted to high school juniors. Extremely niche. Endemic sites would be school related: SparkNotes etc.

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