Glossary
Deal ID
A unique identifier attached to a negotiated programmatic deal (PMP or Programmatic Guaranteed) that lets a DSP recognise and apply the agreed terms automatically.
Definition
A unique identifier attached to a negotiated programmatic deal (PMP or Programmatic Guaranteed) that lets a DSP recognise and apply the agreed terms automatically.
Why it matters
The Deal ID is the actual mechanism that makes a PMP negotiation real in the buying platform — without it, a "negotiated deal" is just a conversation with no technical enforcement.
Key consideration
A Deal ID that is not correctly implemented on both the buy and sell side will silently fail to apply the negotiated terms, and the buyer ends up bidding into open exchange instead without realising it.
Related terms
Practitioner notes
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