运营者术语表

私有交易市场（PMP / Private Marketplace）

PMP 是发布方只对指定买家开放的程序化交易，deal ID 跟着 bid request 走；在 Amazon DSP 上分为按谈判底价成交的 private auction 和一口价固定 CPM 的 preferred deal，两种都不保量。

把 PMP 当成一条带门禁的供给通道：deal ID 出现在 bid request 里，DSP 才在那里出价。private auction 走谈好的底价（FLOOR_RATE），preferred deal 是固定 CPM（FIXED_CPM），两种都不保量。Amazon 的 PMP 指南仍把 private auction 写成第二价格竞价，但清算机制由发布方的 SSP 决定，开放互联网自 2019 年起大面积转向第一价格，底价和机制都要跟供给方确认，别默认。没量时不是加价，先在 Deals 里看 bid request 有没有进来：没进来就回去找供给方（底价和 SSP 对不上、缺 child seat ID、preferred deal 被建成了 private auction）；进来了不出价就看 No bid reasons 那一列。另外带 deal ID 的 Auction Package 被 Amazon 归为公开竞价的延伸，不是谈判来的私有供给。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon's help center lists five deal types — Programmatic Guaranteed, Preferred Deal, Private Auction, Auction Package and Amazon Audience Guaranteed — and calls Auction Package an open auction extension carrying a deal ID, so a deal ID alone is not proof of private negotiated supply.
Amazon Ads API enums: dealType is PRIVATE_AUCTION, PREFERRED or PROGRAMMATIC_GUARANTEED and priceType is FLOOR_RATE (private auction) or FIXED_CPM (preferred deal), with the guide's own banner saying these legacy DSP deal APIs will be on a deprecation path by Q4 2026 — date-stamp any API-level detail.
Deals receive bid responses only when a line item — renamed ad group in the console — targets them as a supply source; automatic deal selection (launched April 15, 2026, still beta) covers Streaming TV or Online Video campaigns with the Awareness goal type and Reach KPI, and defaults to Include all deals, with Exclude publicly available deals as the opt-out.

官方来源：Amazon Ads - PMP advertising: a practical guide to private marketplaces · Amazon Ads API - Getting started with the Amazon DSP deals API · Amazon Ads Support Center - Understand deals on Amazon DSP