Programmatic

Deal ID — Definition & Explanation

A unique identifier assigned to a programmatic direct deal between a specific buyer and seller. Deal IDs enable private marketplace (PMP) and programmatic guaranteed transactions, allowing buyers to access specific inventory at negotiated terms.

How Deal ID Works

Deal IDs are created in the SSP or ad server and shared with the buyer's DSP. When an eligible impression fires, the bid request includes the deal ID, and the buyer's DSP can bid with priority at negotiated terms.

Why Deal ID Matters for Publishers

Deal ID-based selling enables publishers to build direct advertiser relationships with programmatic efficiency, typically generating 20-60% higher CPMs than open auction for premium placements.

Frequently Asked Questions

How do I set up a deal ID with Stellor Media?

Stellor Media's partnerships team manages deal ID creation and negotiation with demand partners on publishers' behalf.

What is the difference between a PMP and a deal ID?

A Deal ID is the technical mechanism. A PMP is the commercial arrangement — Deal IDs are how PMPs are implemented in the programmatic stack.

Do deal IDs require minimum volume commitments?

PMPs typically don't require volume commitments. Programmatic guaranteed deals do require both volume and CPM commitments from both parties.

Related Terms

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