Programmatic Video #WotW: What Is A Deal ID?

Programmatic video is the fastest-growing category of programmatic buying, but a lot of marketers are still struggling to get to grips with the basics.

A recent study by the Association of National Advertisers and Forrester found that only 23% of marketers said they understood programmatic and were using it to execute their campaigns.

This is despite the fact that more than half of US publishers reported selling their premium video ad inventory programmatically in August 2014 (Adap.tv), while mega-brands like American Express and P&G vowed to shift the majority of their ad spend to programmatic by the end of 2014.

There’s clearly a knowledge gap between the programmatic front lines and everyday marketers, making 2015 a key year for programmatic education. As with any burgeoning new trend, one of the main causes of confusion is vocabulary.

Any discussion of the topic produces a web of jargon and acronyms that’s enough to send anyone running to Google. But fear not, this is easily solved.

Each week we’ll be serving up handy guides to the most important programmatic video terms, courtesy of Unruly co-founder and CTO, Matthew Cooke. Last week we looked at what Programmatic Direct is. This week, Matthew explains what a Deal ID is.

Stick around and see how quickly you can master the art of programmatic.

What is a Deal ID?

A Deal ID is a unique identifier given to a pre-agreed deal between a media buyer and seller that can then be used in an RTB environment. Deal IDs are used for a wide range of pre-agreed deals, such as unique ad slots or impressions, fixed price deals and first look deals etc.

In some respects, a Deal ID is a little like a programmatic version of an IO (Insertion Order) as it outlines the unique deal terms between a buyer and a seller – although it doesn’t need to be limited to a single campaign.

Private deals making using of Deal IDs are particularly popular in Private Marketplaces, where buyers and sellers are already more likely to be talking directly to each other. You could see Private Marketplaces as a bit like a “private club”, to which you need to be invited to get inside. But even once you are into the private club there might be some private one-on-one card games taking place between people who know each other and have pre-agreed custom game rules for the particular card games they want to play.

Here is an article from Casale talking about the benefits of Deal IDs. 

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