13 Tips to Debug Deal IDs to get them to Spend
Gourmet Ads first started running programmatically in 2012, over 7 years ago and we started transaction with Deal IDs or PMPs 2 years later in 2014 (Gourmet Ads helped launch Appnexus Deals @ the London Summit). Since then we’ve launched Smart Deals which are Deal IDs built with Machine Learning and Data Science to surface unique inventory sets like true 70% Viewability. These days, Deal IDs plays a significant role across our Programmatic Advertising business.
Back when we launched Deals to advertisers, we had a number of problems with getting them to run with advertisers. Whilst the experience level on the buy side has increased significantly since we first launched, we though it might be a good idea to remind or refresh buyers what could go wrong and how to Debug Deal IDs to get them to spend.
What is a Deal ID?
A Deal ID (or Deal Identifier) is a unique id number (sometimes referred to as a token) given to a programmatic buyer by a publisher / seller which allows the buyer to target specific inventory. A Deal Id can include a variety of items such as floor price, inventory, country, domain list etc.
Deal ID Debugging
Every DSP and SSP is different when it comes to setting up Deal IDs and Optimizing them, however the principles suggested here are written in a generic way. Its fair to say that a Deal not getting Bid Requests or Response needs to be looked at. There are a lot of Deal ID Debugging items here to run through. Don’t discount reaching out to your DSP Account Manager as they usually have tools and debugging processes that might quickly identify issues at play.
Two Approaches to Deal Debugging
When approaching a Deal that has issues, it should fall into one of the two scenarios ;
Deal has No Sold Impressions
Deal has Sold Impressions