Picnic launches Optimised PMPs using placement-level quality to steer bids — programmatic buyers gain finer control

Context

Picnic, an inventory quality platform, has launched Optimised PMPs, private marketplace deals that use placement-level quality data to decide which impressions to bid on and how much to pay for them against a specific campaign objective. The move pushes quality signals from post-campaign reporting into the bid decision itself. Programmatic buyers and media leads focused on brand safety and viewability efficiency should look at how the product works in practice.