Deal ID
A deal ID is a unique alphanumeric token that encodes the terms of a negotiated programmatic transaction and authorizes a specific buyer to access the associated inventory. When the deal ID is present in a bid request, the buyer's platform recognizes the agreed price floor, inventory scope, and priority, and can bid accordingly.
What are the boundaries of the term?
A deal ID is an access and terms key, not a delivery guarantee on its own. Whether the buyer receives impressions depends on the deal type behind the ID — a PMP still requires winning the auction, while a programmatic guaranteed deal reserves volume outright.
How does it contrast with related concepts?
Open-auction buying uses no deal ID; any connected buyer can bid at market terms. A deal ID scopes buying to a pre-negotiated arrangement and is what distinguishes PMP and programmatic guaranteed transactions from the open market.
What is a worked example?
After agreeing on terms with a publisher, Aurum Networks receives a deal ID and enters it into the client's DSP. Bids carrying that ID are matched to the negotiated floor and inventory, keeping the buy inside the agreed arrangement.