---
title: "Picnic Launches Optimised PMPs for Digital Advertising"
url: https://adtech.lol/articles/795d89ec-c718-43ce-85a7-4a0d7364b943
source_url: https://www.exchangewire.com/blog/2026/10/28/pr2-picnic-launches-optimised-pmps/
source_site: exchangewire
author: "Charlotte McEleny"
published: 2026-10-28T00:00:00+00:00
tags: ["Bidding", "Campaign", "Marketing", "Product Launch"]
publisher: AdTech Radar
---

# Picnic Launches Optimised PMPs for Digital Advertising

> Picnic, the inventory quality platform for digital advertising, has launched Optimised PMPs: private marketplace deals that use placement-level quality data to decide which impressions to bid on, and how much they are worth, to hit a specific campaign objective.

**Picnic**, the inventory quality platform for digital advertising, has launched Optimised PMPs: private marketplace deals that use placement-level quality data to decide which impressions to bid on, and how much they are worth, to hit a specific campaign objective.

Buyers choose from four objectives, from brand lift to engaged site traffic, and activate PIQ through a single PMP in the DSP they already use. Curators running their own PMPs can access the same quality-shaped supply by targeting PIQ segments, which run through the same container. The launch builds on the placement-level scoring Picnic added to PIQ earlier this month.

Optimised PMPs bring quality into the bid itself. PIQ’s data runs in a container inside the SSP, matching each bid request to a PIQ PlacementID, and Picnic's custom algorithms then turn each placement's share of delivery up or down depending on the value it offers the campaign. Quality is the input, and the advertiser's objective is the target. Four objective solutions launch today:

- **Brand lift**, optimised on brand lift and cost per lifted user  
- **Quality traffic**, optimised on engaged sessions and cost per engaged session  
- **Video views**, optimised on video completion rate and cost per completed view  
- **Effective reach**, optimised on effective CPM and qualified unique reach

Picnic's earlier campaigns show why quality belongs in that decision: a travel brand saw a 3.6% awareness uplift, 5x the travel benchmark, despite a CTR of just 0.03%, and a public sector campaign drove 3.6x more engaged sessions on high-quality inventory than on low-quality inventory.

Matthew Goldhill, founder and CEO of Picnic, said: "For a buyer, this is almost easier than what they had before. They set up a deal and the optimisation levers they want, and all of the engineering graft moves over to the sell side, which is where these decisions make the most sense. The buyer doesn't have to change anything, but they get a better product and ultimately, better performance."

It moves buyers beyond the clicks and viewability that DSPs optimise towards by default, and beyond inclusion lists that control where spend goes but not how it is distributed.

Advertisers and agencies who want to include placement level insights in their next campaign can get in touch to find out more at [picnic.io.](https://www.picnic.io/?utm_campaign=481603818-Objective%20Media%20Solutions%20Launch&utm_source=Exchangewire&utm_content=Press%20Release%202)

Source: [https://www.exchangewire.com/blog/2026/10/28/pr2-picnic-launches-optimised-pmps/](https://www.exchangewire.com/blog/2026/10/28/pr2-picnic-launches-optimised-pmps/)