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Deal ID / Private Marketplace (PMP)

 Contents

Introduction
How Deal IDs work
Setting up a Deal ID
Publisher Reporting
Viewing all Deal IDs in Publisher Account
Audience Data
Troubleshooting

 

Introduction

Deal IDs also known as Private Marketplace or PMPs, are a private channel for publishers to provide buyers with a curated selection of inventory in an invite-only auction at a specified CPM price. Publishers can use Improve Digital to connect to buyers on supported Demand Partners (DSPs). Deal IDs allow buyers to successfully execute their media strategy in a controlled environment for maximum ROI, and for publishers to have more control of their inventory, maximise revenue opportunities and build relationships.

 

How Deal IDs Work

An Improve Digital Deal ID is a simply a line item of the buying type Deal ID. There are multiple types of Deal ID depending on how many publishers and buyers are connected and where the deals are being accessed. This article covers publisher deal IDs - information about media buying with Improve Digital is available here.

Console Campaign Type # Publishers # DSPs # Buyers
Publisher Publisher Single Single Single
Marketplace Improve (Universal) Multiple Single Single
Marketplace Improve (Always-on) Multiple Single Multiple

Deal setup hierarchy

  • Campaign: a container that specifies the DSP and seat ID the deal will run with
  • Line Item: Deal ID

One campaign can contain multiple line items. The line item ID is the Deal ID that needs to be communicated to the buyer.

 

Setting up a Deal ID

There are three stages to creating a deal ID.

Step 1: Gather deal info

To create a deal ID the following information is needed before starting the setup:

    • Buyer name
    • Buyer seat ID
    • DSP (supported DSPs list is available here)
    • Start and end date/time
    • CPM price (specify format, geo and other targeting variations if needed)
    • Targeting and capping settings – geo (required), browser / device (optional)
    • Audience Targeting / Key Values (optional)
    • Inventory on which the Deal ID will run

 

Step 2: Create the Deal ID in Improve Digital publisher account

  1. Open Improve Digital SSP console, go to Operations and click +New Campaign to open the campaign form and complete the following info:

    Field

    Entry/Tips
    Type Publisher
    Buyer Type Buying Entity

    Buying Entity (BE)

    		 For example DV360, Xandr, MediaMath, etc.
    Buying Entity Office (BEO)

    This is the buyer seat ID on the DSP. If the buyer is not visible as a BEO in 360 Polaris, contact Support with:

    • Buying Entity/Technical Provider
    • Buyer Name
    • Seat ID
    • Country
    • Currency
    Campaign Name Useful for reporting

    There are additional fields for reference numbers and comments which can be used as needed. Reference numbers are available in some reports.


  2. Once the campaign is created the Lineitems tab will appear in the top right corner. Go to the line item tab and click New Lineitem to open the line item form. Complete the following info:

    Field Entry/Tips
    Name  
    Type

    Standard, Preferred or Premium - read more about line item types
    Buying Type Deal ID
    Start/end date Start date is automatic, end date is optional
    Pricing type
    • Dynamic: the buyer will pay second highest price from the auction
    • Fixed: the buyer will will pay price specified in the line item
    • First Bid: the buyer will win with their bid price (recommended)
    Pricing Model

    CPM
    Bid

    The CPM price as agreed with the buyer. The line item currency is determined by the BEO - be sure to check the currency used here and convert correctly.
    Impression Cap/Budget Required if Preferred or Premium pricing type are chosen.
    Delivery Schedule ASAP or evenly.


  3. Click Save - targeting and other tabs will appear. Click Targeting tab and select targeting options.
    Important: line items must be targeted to a country, region or city selected to go live.
  4. Assign inventory either using a Channels or selecting individual Placements. The Deal ID will be inactive until at least one placement or active channel is assigned. Click Save.
  5. Copy the line item ID and send to the buyer. It is shown in Lineitems overview within the campaign.



    Note: by default only active line items will be shown on this screen. This can be changed using the status filter. Duplicated line items are inactive by default.

 

Step 3: Target the Deal ID in the Buyer's DSP account

The deal ID setup on the DSP console varies per partner. Here are some useful guides for buyers for some of our demand partners:

 

Publisher Reporting

360 Reports contains all publisher reporting on Deal ID performance. The following metrics are available:

  • Realtime Monitor for data from 20 mins up to 48 hours, including:
    • Campaign and Line item IDs (Deal ID) and names
    • Total bid requests, bids, bid rate, win rate, eCPM, impressions, revenue
    • Response Types breakdown
  • Reports
    • Deals report for data from previous 30 days to yesterday. Provides same granularity as Realtime Monitor for a longer timeframe.
    • Monetisation, Programmatic and Analysis reports by filtering on buying type Deal ID and/or line item ID/name

 

Viewing all Deal IDs in Publisher Account

Existing Deal IDs can be viewed in the publisher account by going to Lineitems overview and selecting Deal ID in the buying type filter.

Screenshot_2021-02-25_at_11.52.06.png

 

Audience Data

Publishers can include additional targeting data in Deal IDs which allows the buyer to access a more specific audience. This targeting data can be provided by the publisher to Improve Digital either via:

  • DMP Integration where segments and users are ingested into Improve Digital and made available in line item Segments tab for targeting. For more information contact our team.
  • Key Values where the key name and value pair is set as targeting in line item key values targeting tab, then sent to Improve Digital in each applicable ad request. Read more about key values here.

 

Troubleshooting

When Deal IDs are created they should be monitored to ensure the delivery and performance is on track. The reporting available in 360 Reports provides all the data Improve Digital has available and is the first place to check in all cases.

Common Topics

Deal ID is not showing any impressions or revenue
Check in Improve Digital publisher account:
  • Is the line item marked as active
  • Does realtime report show bid requests are being sent?
  • Does realtime report show bids are being received from the buyer? Note the response types as this indicates any blocked bids.
  • Check Ad Requests report to make sure there is traffic on the selected placements in the deal that meet the deal targeting? Geo, devices etc.
  • Is there targeting on the deal ID (e.g. key-value targeting, pixel, device)? If the deal is targeted to a pixel, make sure the retargeting pixel is live?

Check with agency/buyer:

  • Buyer ID is correct
  • Inventory size the buyer bids on i.e. the size of the creatives in the DSP campaign
  • Does the buyer's campaign win the internal DSP auction?
  • Is the DSP algorithm preventing bids?
  • Check for whitelist/blacklist, audience or other targeting on buyer campaign
  • What is the category of the advertiser/creatives on the buyer's campaign - are these blocked in the Improve Digital publisher account?
Deal ID has impressions but low performance

Check in Improve Digital publisher account:

  • Does realtime report show bid requests are being sent?
  • Does realtime report show bids are being received from the buyer? Note the response types as this indicates any blocked bids.
  • Check Ad Requests report to make sure there is traffic on the selected placements in the deal that meet the deal targeting? Geo, devices etc.
  • Is there targeting on the deal ID (e.g. key-value targeting, pixel, device)? If the deal is targeted to a pixel, make sure the retargeting pixel is live?
  • Check for a Preferred or Premium line items targeting the same inventory, that is behind schedule

Check with agency/buyer:

  • Does the buyer's campaign win the internal DSP auction?
  • Is the DSP algorithm preventing bids?
  • Is whitelist/blacklist, audience or other targeting on setup buyer campaign
  • What is the category of the advertiser/creatives on the buyer's campaign - are these blocked in the Improve Digital publisher account?

There are no clicks recorded on the Deal ID

While some DSPs do share their click data on creatives, many do not. If this data is available it is shown in Improve Digital reporting, otherwise it will be available from the buyer on request from the publisher.