See part 1 of our PMP series here.
PMPs are the ad world’s topic du jour, and it’s easy to understand why. Buyers get curated inventory, sellers get a better price, and everyone wins. That makes it an easy magnet for attention on all sides.
That said, they come with their share of myths and misunderstandings. In today’s blog, we’re busting the common misconceptions that may keep people from fully benefiting from PMPs. Issues like measurement, scale, and performance can keep wary advertisers from including this critical tool in their mix, but these problems are neither as prevalent nor as significant as their reputation might suggest.
Myth #1: You can’t measure foot traffic or brand lift with a PMP
Fact: We can’t speak for other companies, but at Infillion, PMP measurement is not only possible – it’s an added-value part of your buy. Our ability to measure foot traffic, brand lift, and other performance metrics is a key part of our full-funnel campaign offerings. Measurement isn’t only possible – it’s typical.
Myth #2: PMPs can’t address reach the way the open exchange can.
Fact: This is a classic quality-versus-quantity problem. It’s accurate to say that the open exchange offers “more” placements, but it’s important to remember that not all placements are created equal. The open exchange may help with frequency goals, but what is the value of that frequency compared to fewer, better placements? Put another way: would you rather find a handful of nickels or one $20 bill?
Myth #3: PMPs are limited to a small pool of publishers.
Fact: This may have been true in the past, but the PMP market has come a long way in the last 10 years. Modern PMPs have multi-publisher content and channel architecture that allows for custom mix-and-matching. That means one PMP can offer many solutions in one clean package. IndexExchange, for example, has around 6,000 publisher integrations, including integrations with DirecTV and Cox.
Myth #4: Performance Issues are the buyer’s problem. Once the seller completes the sale, the customer service portion ends.
Fact: We treat PMPs as a managed service. A key element of our partnership is tracking performance and making recommendations on how to get the most out of your ad dollars.
The fact is, a lot of the old worries about PMPs are just that: old.
In 2026 and beyond, if you’re looking for robust, high-quality attention that scales and integrates with other products for full-funnel success, PMPs are your answer.
