Deal ID (Identification) is a unique identifier used in different forms of programmatic deals. It is a way to establish a direct and personal relationship between a specific publisher and a particular advertiser or buyer, allowing them to transact inventory programmatically with negotiated terms and conditions.

Deal IDs are essential to programmatic advertising, balancing open exchange and direct, private deals. They enable more customized and targeted advertising while maintaining exclusivity and control for publishers and buyers.

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