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Deal ID: What Is It and How Does It Work?

If you’ve ever seen the term “Deal ID” in the advertising world, you might be wondering what it means. Even if you work in advertising, the concept of Deal ID can be perplexing. This essay will explain what Deal ID is, its benefits and drawbacks, and what the future holds for this unique identity.

What is Deal ID?

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Deal ID, which stands for “Deal Identifier,” is like a secret handshake in the advertising business. It’s a unique number that buyers and sellers use to identify one other. Assume you are a publisher with valuable ad space to sell and an advertiser wants to buy it. To complete this transaction, you must both agree on certain terms, such as ad format, price, and so on. Once those terms are agreed upon, a Deal ID is created.

Why Does Deal ID Exist?

Deal ID was created to give publishers and advertisers more freedom and control. Publishers can use the Deal ID to easily identify advertisers who could be interested in their ad space and encourage them to make an offer or bid.

Google’s Role in Real ID

Deal ID is used by Google Ad Exchange, one of the largest players in Internet advertising, for private auctions and favored deals. Advertisers can submit bids for ad impressions before they are available on the open market.

What are the Advantages of Deal ID?

1. Flexibility

Prior to Deal ID, it was difficult for publishers to discover advertisers who were interested in their ad space. Deal ID changed all of that. Publishers may now identify potential buyers more simply by checking their Deal IDs, making the process more efficient.

2. Control

Deal ID allows publishers to maintain control over their premium ad inventory. They may choose where the advertising will be displayed on their website and even the format, assuring a great fit for their brand.

3. Better Deals

Publishers can invite different advertisers and utilize their Deal IDs to learn about their demands. This competitive edge allows publishers to negotiate better terms, while advertisers gain access to premium ad space at lower prices.

4. Transparency

Deal ID transactions are more private than standard real-time bidding (RTB), in which ad inventory is accessible to the entire market. Both sides debate terms openly, resulting in transparency and improved negotiating outcomes.

Disadvantages of Deal ID

1. Manual Process

One big disadvantage is that Deal ID creation might be somewhat manual. Publishers generate a unique Deal ID and manually distribute it to purchasers via spreadsheets or email. To complete the deal, buyers enter this number into their demand-side platform (DSP). Because humans are prone to making mistakes, especially with numbers, this manual method increases the risk of errors.

2. Management Issues

Deal ID management can be difficult, especially in programmatic direct deals. For example, an ad space could be overlooked if a buyer did not put in a bid or if their bid did not meet the agreed-upon price. This can cause issues with inventory management, as many DSPs do not fully support Deal ID.

What’s Next for Deal ID?

While Deal ID introduced more flexibility to the advertising industry, its management issues have not gone unnoticed. Alternative solutions like Private Dealing Rooms have emerged, creating competition in the market.

Frequently Asked Questions

Q1. How do I find my deal ID?

   – To locate your Deal ID in the Deals pipeline in the Pipedrive web app, follow these steps:

     – Click on the Deal you want to find.

     – Check the last digit(s) of the URL.

     – For example, if the URL is, your Deal ID is 222.

Q2. Is Deal ID the same as PMP (Private Marketplace)?

A:  Yes, Deal IDs are often referred to as Private Marketplaces or PMPs. They allow publishers to offer a curated selection of ad inventory through invitation-only auctions, usually at a CPM (Cost Per Mille) price.

Q3. What are programmatic ads?

A: Programmatic advertising is a modern way of buying and selling digital ads using automated technology. It contrasts with traditional, manual methods, offering greater efficiency and precision in ad placement.