Glossary/Programmatic/Deal ID
What is a deal ID in programmatic advertising?
How deal IDs work, which deal types use them, and how publishers use them to sell audiences.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readA deal ID is a unique code attached to bid requests that tells a buyer’s DSP an impression belongs to an agreed deal, with its own price, audience and terms.
How a deal ID works
Publisher sets up the deal
In the SSP, with price, audience and buyers.
The buyer adds the ID
In their DSP campaign.
Bid requests carry the ID
The DSP recognizes and bids on the deal.
Deals that use IDs
| Deal | Price | Volume |
|---|---|---|
| Private marketplace | Auction with floor | Not guaranteed |
| Preferred deal | Fixed | Not guaranteed |
| Programmatic guaranteed | Fixed | Guaranteed |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Sell audiences with deal IDs
A deal ID per audience, such as home buyers or sports fans, makes your data easy to buy in any DSP and keeps the premium price attached to it.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Usually the publisher, in their SSP.
Yes, for private marketplaces with several invited buyers.
Often a DSP setup issue, a floor that is too high or a mismatch in targeting.
A deal packaged by a third party, often across several publishers.
Related terms
Invite-only auctions for premium inventory.
A fixed-price, reserved deal bought through programmatic.
The software publishers use to sell impressions.
The software advertisers use to buy impressions.
Packaging inventory and data into deals for buyers.
Samhub audiences let you set higher floors and win more data deals, in every channel you sell.
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