Deal ID is a "unique code that’s used to identify a
pre-negotiated deal between a buyer and a publisher," in the words of OpenX's Paul Sternhell. (Consult this OpenX
explanation for more.)
Deal ID enables programmatic transactions completed through WO Programmatic using existing negotiated relationship terms, including pricing and clearance prioritization.
"I’m super bullish about this," said Ian Ferreira, EVP-programmatic, WideOrbit, when asked what his outlook on the technology is. "I took part in the rise of programmatic in digital and saw the value it brought to the marketplace. It’s breathing new life into the linear space and allowing some budget back to linear."
One of the challenges of the marketplace model, Ferreira said, is for buyers and sellers to take advantage of the deal they’ve constructed. Deal ID is a way to grandfather in a deal--it could be a preferred rate or preferred clearance--and still take advantage of the data-driven marketplace.
He added that a seller could create a Deal ID to sell linear or digital inventory. For instance, if a seller has surplus digital inventory, it could be beneficial to move spend to digital video. And if you’re a buyer, you could control the opportunity to spend or bulk up on linear spend. With a prenegotiated deal on the table, there's access to more traditional demand, Ferreira said.
WideOrbit’s clients include Entercom Communications, Entravision Communications Corporation, Fox Sports, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. It’s headquartered in San Francisco with offices in the U.S., London, Paris and Gothenburg, Sweden.