Deal ID

Question 1

What is a Deal ID?

Answer 1

A unique alphanumeric code used in advertising to serve as a reference number for a specific transaction or deal between a buyer and a seller.

Question 2

How is a Deal ID typically used?

Answer 2

It is assigned after buyer-seller negotiation and used to facilitate transactions in ad exchanges, ensuring agreed terms are met and helping in reporting and tracking.

Question 3

What is the purpose of Deal IDs?

Answer 3

They streamline and automate the buying and selling of digital advertising inventory, providing transparency and control over the process.

Question 4

How do Deal IDs benefit advertisers and publishers?

Answer 4

They help manage ad campaigns more efficiently and effectively by defining the terms of the deal and ensuring the agreed-upon conditions are met.

Question 5

What does a Deal ID solve for advertisers?

Answer 5

It simplifies buying, provides creative automation, offers consistent performance through human-centric engagement features, and automates billing.

Question 6

What KERV ad formats are Deal ID enabled?

Answer 6

OLV and CTV

Question 7

Is there paperwork required to launch a Deal ID?

Answer 7

No paperwork is required

Question 8

How is the Deal ID opportunity forecasted in Hubspot

Answer 8

Forecast 15% of the overall gross Deal ID media spend amount.

Question 9

What kind of reporting can I get from a Deal ID?

Answer 9

1) Reporting by line item
2) Domain level details running in your DSP

Question 10

What is the recommended bid guidance for OLV?

Answer 10

OLV: $9-14 ($8 floor)

Question 11

What is the recommended bid guidance for CTV?

Answer 11

CTV: $18-25 ($15 floor)

Question 12

What are best practices for setting up a Deal ID?

Answer 12

1) Select Broad Audience to launch a campaign and optimize from there. The KERV unit gives the consumer a way to personalize their experience within the video. This gives you that level of targeting in real time.
2) Ensure the KERV-provided Deal ID runs on a dedicated line in your DSP
3) Ensure you are bidding above the floor provided in the bid guidance and are monitoring Win Rate

Question 13

What information do we need to set up a Deal ID?

Answer 13

Client DSP: i.e. TTD
Seat Name/ID: i.e. 39602
Campaign Flight: i.e. 10/1-10/31
Agency/Advertiser: i.e. Security Client Name
Media Channel: Video
Devices (desktop, mobile, tablet): All
Targeting (contextual only): i.e. Audience targeting will be done on Yahoo side
Media Budget: i.e. $350K
Geo: US
KPIs- perhaps certain CTR goals, etc? CTR

Question 14

What do you send to the agency to get a campaign live?

Answer 14

1) Ad Specs for OLV and CTV
2) Deal ID workflow recommendation doc