Marketplace Deals and Private Marketplaces & Exchanges

See also:


Options and participants to exchange private inventory

Exchange options in Video SSP

Private Marketplace Environment

Deal ID

  • A Private Marketplace is a secure environment for programmatic media buying and selling that combines the best of a direct relationship between buyer and seller with the scale and automation of an advanced platform.
  • With a Private Marketplace on the Video SSP platform, publishers can selectively expose their inventory to the buyers of their choosing in a private exchange.
  • To set up your own Private Marketplace, please contact your Video SSP account director, client services manager.

    Note: Once your Private Marketplace has been created by the AOL Client Services team, you can onboard inventory via marketplace connections.
  • A Deal ID is an industry standard technology and on the Video SSP platform an alternative method to onboard inventory for private auction between a seller and a selected group of buyers.
  • Deal IDs can be used in either public or private marketplaces to establish a private, programmatic relationship between buyer and seller.
  • A Deal ID is a number or unique string of characters that is assigned to a programmatic ad transaction.
  • This number is passed as an additional parameter in the bid request/bid response between a seller and a buyer in a real time auction.
  • The Deal ID is a pre-negotiated identifier between the selling entity and the buying entity, identifying a piece of inventory as part of a private deal.

Exchange participants Video SSP

Exchange Option



Private Marketplace Environment

Publishers benefit from having better control on exposure and pricing of inventory for a smaller set of buyers.

Buyers benefit by gaining access to premium inventory that is not available in public marketplaces.

Deal ID

The seller creates a Deal ID associated with specific inventory in their SSP.

The seller provides that Deal ID to the buyer to enter into their DSP.

The Video SSP platform provides sellers the ability to create  Deal IDs for a different purpose:

  • To provide it to buyers leveraging Video SSP as their DSP.
  • To provide it to external buyers connecting to the Video SSP platform via OpenRTB.

Likewise, buyers on the Video SSP platform can implement the Deal IDs provided to them by their publisher partners to access private auction inventory.


Differences between seller and buyer Deal ID

Video SSP supports two types of private deals:

  • Seller deal: Private deals negotiated by AOL publisher services with publishers for unique inventory that is only available to approved advertisers working with AOL.
  • Buyer deal: Private deals negotiated directly by the agency or advertiser with publishers and brought to AOL.

Each private deal must be identified by a deal ID, which is a pre-negotiated identifier used by a buyer, seller, and exchange to indicate inventory that is part of a specific private deal.



Seller Deal ID

Buyer Deal ID

Deal ID responsible

Publisher creates, owns and shares the seller Deal ID to all participating buyer platforms, who return it when bidding in order to activate the deal. A deal gives buyers priority over ordinary bids.

Note: The only exception to this is for "Open" deals, which compete directly with non-deal public and private marketplace bidding.

Agency or Advertiser receives the seller Deal ID  as well any needed parameters and creates a Buyer Deal.

Publisher (?), Agency, or Advertiser can assign this buyer deal to a Digital Ad within a campaign.

Deal IDs in the UI

Seller Deal ID creation:

Marketplace > Deals > click [+ New Deal]

Buyer Deal ID creation:

Inventory > Buyer Deals > click [+New Deal]

To assign the buyer Deal ID:

Deal Types


The Deal Type determines the priority of a deal:

  • Guaranteed
  • Preferred
  • Private
  • Open
  • Guaranteed
  • Non-Guaranteed


Publisher Features

The following publisher features have been added in this release:



Increased device support

March 1, 2017

Video SSP has enhanced the support for devices to monetize and report on various cookie-less environments with frequency capping across device. For this, we introduce two new generic macros called "deviceid" (device ID) and  "dvc_sid" (device session ID), which can be used to identify any device type sent by user agent/OS.

  • We preserve backward compatibility, so if the device type matches one of the 3 existing macros (iOS, Android, Windows), the ad server continues to take the id passed from those macros (idfa, aid, waid).
  • If device type matches none one of the 3 existing macros, the ad server checks:
    • If either the deviceid is populated (takes the id passed and validates it.
    • If deviceid is not populated, uses an id passed in session id dvc_sid.
  • Overtime we are going to deprecate the 3 existing macros (idfa, aid, waid) and will rely solely on the new macros.


Note: The workflow/validation for deviceid will follow the same logic in place today except now taking the new parameter into account.

Note: As dvc_sid is not any standard format, this parameter does not require any validation.

Note: The download option under Marketplace > Connections and Inventory Source > Inventory Sources on the Video SSP platform have been renamed to Download Mobile App/CTV/Device Connection Tag.

New seller deal type

March 1, 2017

With the March release 2017, Video SSP introduces a new seller deal type called “Guaranteed”, that supersedes all other types of seller deals. Guaranteed seller deals can be prioritized against Direct Ads and Sponsorships, which enables Guaranteed buyer deals to connect and respond to Guaranteed seller deals (Guaranteed to win).

Guaranteed deals are fixed price deals and are deals with highest priority.

For details, see Create New Seller Deal ID.

Enhanced Dynamic Reserve Price

March 1, 2017

In November 2016 release, Video SSP added support for dynamic price floor optimization. This feature has now been enhanced. If enabled, Video SSP applies by default the best Dynamic Reserve Price to selected Marketplaces (respecting waterfall price settings), if the price is higher than the seller side defined Default Reserve Price.

If the Dynamic Reserve Price is lower than the seller side defined Default Reserve Price, the connection ignores the dynamic price and honors the default price or Advanced Price, respectively.

For details, see New Connection Reserve Prices Tab.

Session Restrictions: Ad Pods Support

March 1, 2017

Within publisher settings, you can define session restrictions which enable sellers to have more control over an ad experience. With March 2017 release Video SSP supports Ad pods in session restrictions if the seller has them enabled in inventory sources or marketplace connections.


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