This requires an agreement between the publisher\/marketer and the advertiser. As soon as the terms of the deal have been agreed, the advertiser can control and optimize the campaigns independently.<\/p>\n
Overview of the types of programmatic deals<\/h3>\n
![\"Programmatische](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/programmatische-deal-arten-1024x279.png\")
Overview of programmatic deal types, source: e-dialog<\/p>\n
1. Open Auction<\/h4>\n
In the case of Open Auction, the publisher’s advertising inventory is freely accessible. Anyone who has a DSP (Demand Side Platform), such as DV360, can control the advertising inventory. The advertising contract will be awarded via auction – inventory availability is not guaranteed.<\/p>\n
Open auction is therefore the classic programmatic business for which no deal is necessary.<\/p>\n
2. Private auction<\/h4>\n
In the case of a private auction deal, the publisher sets a minimum price (the so-called floor price) for selected advertisers. The publisher thus favors these advertisers and can better control how its inventory is sold. There is no guaranteed inventory availability here either.<\/p>\n
3. Preferred deal<\/h4>\n
A preferred deal is an exclusive relationship between an advertiser and a publisher for the specified purchase of inventory in brand safety environments. The publisher sets a fixed CPM and gives the advertiser exclusive access to their inventory. Again, there is no guaranteed inventory availability.<\/p>\n
4. Programmatic Guaranteed<\/h4>\n
Programmatically guaranteed deals reflect the programmatic equivalent of classic fixed placements. The publisher agrees with the advertiser on a guaranteed inventory (e.g. 10,000 impressions) at a fixed price (CPM). There is therefore an acceptance agreement.<\/p>\n
The advantage over the classic IO business is that no manual procedures are required. There are no tags to replace, discrepancies to correct, or invoices to process. You can also use target group targeting to specify that the ads should only be shown to certain users.You can find out more about Programmatic Guaranteed here<\/a>.<\/p>\n A classic insertion order or fixed placement is an advertising order for an advertising or display banner that is placed directly between the advertising customer or the responsible agency and the publisher. It is characterized by a high level of commitment for both sides. Here, too, as with Programmatic Guaranteed, inventory is guaranteed at a fixed price.<\/p>\n In contrast to the Open Market, deals require direct contact with the publisher in order to agree on the terms of the deal.<\/p>\n If you know the market and the publishers, you can contact them directly. For new or unknown markets (countries), DV360 offers the Marketplace, a tool with which you can find relevant publishers. Deals in DV360 can be created at both the partner level (for all advertisers below) or at the advertiser level.<\/p>\n UnderDV360 Partner → Inventory →My Inventory<\/strong><\/em>you will find a list of all existing deals. This also includes deals that have already been automatically generated by the system. In this area it is also possible to set up a new deal under “New”. In the first step, the publisher has to set up the deal. To do this, he needs the Seat ID (= DV360 Partner ID) and name as well as information about which DSP an advertiser uses.<\/p>\n Depending on the AdExchange\/SSP used by the publisher, an alternative Seat ID may be required. You can find these underPartner → Partner Settings → Basic Details → Exchanges<\/strong><\/em>(click on edit) see: The publisher then creates the deal in the SSP and sends the deal ID to the advertiser. There are now two options here:<\/p>\n5. Classic IO business (traditional tag-based)<\/h4>\n
How do you get a deal?<\/h3>\n
![\"Wie](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/wie-komme-ich-zu-einem-deal-1024x451.png\")
Insight into DV360 Marketplace, source: e-dialog<\/p>\nHow do I set up a deal in DV360?<\/h3>\n
![\"Wie](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/deal_aufsetzen_1-1024x209.png\")
Setting up deals in DV360 – setting up a new deal, source: e-dialog<\/p>\n![\"Wie](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/deal_aufsetzen_2-1024x113.png\")
![\"Wie](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/deal_aufsetzen_3-1024x742.png\")
Setting up deals in DV360 – Find Seat ID, source: e-dialog<\/p>\n
![\"Wie](\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/deal_aufsetzen_4-1024x400.png\")
Setting up deals in DV360 – selecting inventory, source: e-dialog<\/p>\n