Deal ID
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
Worth knowing because it is the practical boundary between what a platform can buy on your behalf today and what requires a conversation first. Our compiled plans carry an empty deal list: deals arrive when a buyer hand-picks inventory or when one has been negotiated, not from a compiled audience.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Private marketplace (PMP)
A negotiated arrangement in which a publisher makes specific inventory available to specific buyers at agreed terms, transacted programmatically through a deal identifier rather than in the open auction.
Programmatic advertising
Buying advertising through automated systems that decide, impression by impression, whether to bid and how much to pay for it. It describes the transaction mechanism rather than a channel: CTV, audio, DOOH and display can all be bought programmatically.
More on buying and commercials
How media is transacted and where the money goes. The terms in this group are the ones a fee conversation turns on.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through