The identifier that connects a pre-negotiated deal between a buyer and seller inside the programmatic infrastructure. You agree on terms directly with a publisher or SSP. They generate a Deal ID. Your DSP uses it to find and bid on that specific inventory in the auction. Simple concept. In practice, Deal IDs break, don't traffic correctly, or attach to the wrong line items often enough that most traders have a troubleshooting routine.
Ad tech glossary
Deal ID
Technical definition
A unique identifier that enables buyers and sellers to find each other in the open auction environment and execute pre-negotiated deals.
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