The Trade Desk And PubMatic Are Done Pretending Deal IDs Work | AdExchanger

"One of the great myths of programmatic advertising is the illusion of algorithms replacing humans. In truth, the programmatic industry relies heavily on human relationships and handshake agreements. Nowhere is this more evident than with deal ID-based advertising. When programmatic campaigns run through private marketplace (PMP) deals or curation services, they typically come with deal IDs - think of them as digital handshakes."

"Will Doherty, TTD's SVP of inventory development, told AdExchanger that he expects all of TTD's sell-side partners, whether connecting directly or via an SSP, will eventually use the PDP API as their standard for transacting deals via The Trade Desk. Do we really need a price discovery API? PubMatic is the first supply-side platform to adopt the PDP API specs and establish a commercial product."

Algorithms rarely replace humans in programmatic advertising; human relationships and handshake agreements underpin most deal ID arrangements. Private marketplace deals and curation services typically attach deal IDs, but the actual terms are negotiated over phone calls, Slack and email, which are not reflected in the deal ID itself. The Trade Desk and PubMatic announced an integration using The Trade Desk's Price Discovery and Provisioning (PDP) API to manage deal ID campaigns. Very few deal-based campaigns achieve meaningful scale, and troubleshooting can take days or weeks. The PDP API introduces commitment deals to help standardize and scale deal-based transactions.

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