Glossary A–ZLetter D
Deal ID
A deal ID is a unique identifier that marks a pre-negotiated arrangement between buyer and seller in automated advertising trading.
It is sent along with the bid requests. This tells the buying platform that special terms apply to this inventory.
A media sales house might agree a fixed price with a media agency for screens at petrol stations in one region. It sets up a deal for this in its supply-side platform and passes the identifier to the agency. The agency enters it in its demand-side platform; only bid requests carrying this identifier then fall under the agreement.
The deal ID is only a technical label; the actual terms are in the agreement behind it. Operators should check that price, sites, period and exclusions have been entered identically on both platforms. A common mistake is a deal that has been set up but never activated on the buyer's side; then no ads play even though everything appears to be booked.