← Glossary
Deal ID
A unique identifier in an OpenRTB bid request that ties an impression to a pre-negotiated deal.
A Deal ID is attached to bid requests to signal that a specific negotiated deal — PMP, programmatic guaranteed, or a fixed-price private deal — applies to that impression, letting the buyer's DSP bid the agreed terms instead of competing in open auction. Deal IDs carry priority in the waterfall: publishers typically resolve deal-ID-tagged demand before falling back to open auction.