The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Programmatic
Deal ID
A unique code that identifies a specific private buying arrangement between a publisher and an advertiser or agency. It is how both parties reference and activate a PMP (Private Marketplace) or preferred deal within the programmatic system.
HOW IT WORKS
When a publisher and buyer agree on a private deal, covering specific inventory, a negotiated price and agreed targeting, the SSP (Supply-Side Platform) generates a Deal ID: a unique string of letters and numbers. The publisher configures their SSP to recognise this ID and give the buyer access to the agreed inventory. The buyer enters the same Deal ID in their DSP (Demand-Side Platform) and bids against it.
EXAMPLE
A premium US publisher agrees to sell 500,000 weekly impressions to a luxury fashion brand at a $12 CPM (Cost Per Mille) floor. The SSP (Supply-Side Platform) generates a Deal ID. The fashion brand's media buyers enter this into their DSP (Demand-Side Platform) and their campaigns automatically target only this publisher's premium inventory.
RELATED TERMS
Private Marketplace (PMP) | Preferred Deal | Programmatic Guaranteed | SSP | DSP
★ LIMELIGHT INSIGHT: Limelight's platform supports full Deal ID management, enabling publisher partners to create, manage and optimise private deals with premium buyers.
