Deal ID

A deal ID is a unique identifier, agreed between a seller and a buyer and carried in the OpenRTB Deal object as deal.id, "a unique identifier for the direct deal," that links an impression to pre-negotiated terms such as a floor, a fixed price, an auction type and the buyers allowed to bid.

The deal object sits inside imp.pmp (OpenRTB 2.6, sections 3.2.11 and 3.2.12). Its fields are id, bidfloor, bidfloorcur, at (an optional override of the request's auction type, with 3 meaning the floor is the agreed price), wseat (allowed buyer seats) and wadomain (allowed advertiser domains). A bidder that wants the deal's terms returns dealid in its bid. If the request sets pmp.private_auction: 1, "bids are restricted to the deals specified and the terms thereof"; if 0, "all bids are accepted" (OpenRTB 2.6, section 3.2.11).

Deal IDs are the plumbing for private marketplaces, programmatic guaranteed, curation and, increasingly, agentic buying: both AAMP and AdCP hand off to a deal once agents agree terms. Their weakness is operational. IAB Tech Lab's Deals API v1.0 (4 December 2025) was created because deals are configured by hand on both sides; Magnite's product lead said "two-thirds of deals are configured with the desired supply, yet deliver no or very little revenue" (IAB Tech Lab, 4 December 2025). The API also names the seller, packager and curator of a deal, which is the first standard to record who built it.

Example: "pmp": { "private_auction": 1, "deals": [{ "id": "RMN-ACME-Q4", "bidfloor": 12.00, "at": 3, "wseat": ["acme-agency"] }] } is a fixed-price $12.00 CPM deal open only to one seat.

Related: PMP, programmatic guaranteed, curation, floor price, AAMP.

Source: IAB Tech Lab, OpenRTB 2.6, Pmp and Deal objects; IAB Tech Lab, Deals API v1.0 (4 December 2025).

1. OpenRTB 2.6, section 3.2.11
2. IAB Tech Lab, 4 December 2025