Reference library · Inventory pricing
Deal ID
A Deal ID is the unique alphanumeric code assigned to a negotiated programmatic deal (PMP, preferred deal, or programmatic guaranteed) that lets a buyer target that specific inventory package inside an exchange or SSP rather than the open auction. The buyer enters the ID into the DSP's deal field on the relevant line item, and the same ID must be registered on the seller's side for bids to match against the agreed terms.
Worked example
A Bulgarian broadcaster's sales house sets up a PMP deal for its news-vertical video inventory: Deal ID "BG-NEWS-PMP-0847", floor price €14 CPM, reserved volume 2,000,000 impressions for September. The agency trader enters that same ID into the DSP line item's deal field. By month end the line item delivers 1,860,000 impressions at an average €14.20 CPM tagged to that ID, confirming spend tracked to the negotiated package rather than leaking into the open exchange.
How it is used
Traders paste the Deal ID directly into the DSP's deal or PMP field on the line item, and delivery only starts once buy-side and sell-side registrations match exactly. Deal IDs are typically scoped to a flight and expire or get reissued for renewals, so a trader rolling a deal into a new month without updating the ID will see the line item quietly fall back to open exchange bidding. PMP Deal IDs also carry no delivery guarantee, unlike programmatic guaranteed deals, so a planner should not treat "the deal ID is live" as equivalent to "the volume will deliver."
The common mistake
The most common error is letting a Deal ID expire or carry over into a new flight unchanged, which silently reverts delivery to the open exchange instead of throwing a visible error.