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From any page, go to Controls > Private Exchange > Deals.


Click Create New Deal (see the following image).

(lightbulb) Tip: You can also edit or clone an existing deal from this screen.  


Complete the New Deal fields:

a. In the Name field, enter a name for the deal.

b. Click the DSP drop-down list and select the Demand-Side Platform with which the deal is negotiated.

c. Select a Deal Type. The deal type controls how campaigns are created in the Campaigns screen (Controls > Inventory > Campaigns):

i. Select One to One if only one buyer is using the deal, and you want to create a new campaign for each new brand that uses this Deal ID.
It’s a good idea to use this deal type in the following scenarios:

      1. If the deal is specific to one campaign.

      2. If you want to skip the human review process, either because you want to get a campaign live as soon as possible or you know that there will be a block on the campaign.

ii. Select One to Many if multiple buyers are using the deal (e.g. deals negotiated with managed DSPs such as and Quantcast and Dstillery, or with buying agencies such as Accuen or GroupM that have multiple brands tied to the same Buyer Seat ID).
New campaigns bidding with a One to Many Deal ID are registered as open market campaigns, but are still bound by the deal terms negotiated. If a buyer already has an open marketplace campaign that is spending, and then begins to use a Deal ID, the campaign starts spending under the deal terms immediately. 


Note: Disabling this campaign will block both open market and private bids using this campaign. If this is undesirable, select One to One.

d. Enter a unique identifier in the Deal ID field, or click Generate Deal ID to create one. Deal IDs must contain only letters, numbers, and dashes; it cannot start with a zero or contain spaces.

e. Enter a Start Date and End Date to indicate the duration of the deal.

f. Select the Auction Type:

      • First Price – Bidders clear at the winning bid price.

      • Second Price – Bidders clear at the second-highest bid price plus one penny.

(lightbulb) Tip: If you are running a first-price open market auction, we recommend that you also set up all of your deals as first price to be competitive.

      • Fixed CPM – Bidders clear only at the fixed price, and bids higher than the fixed rate are reduced.

(lightbulb) Tip: If you and the buyer have specific deal terms for impressions/budget that are tied to a specific rate, we recommend that you use this auction type.

g. Enter the Deal Priority to indicate this deal's priority within the deal section.


Note: The deal priority only applies to the auction that takes place within Index Exchange where you can adjust which deal you would want to win over another deal. This priority does not impact the priority of the deal in your ad server (e.g. Google Ad Manager (GAM, formerly called DFP)).

(lightbulb) Tip: As a best practice, we recommend setting the deal priority to 5 unless this deal is competing with another deal. 

To see how deals may be competing with one another within a deal section, view the Deal Section Allocation screen under the Reports menu.

h. Enter the Floor Rate. This is the minimum gross CPM rate that DSPs can bid for impressions.

i. Make Deal Section selections:

i. Scroll through the Options and highlight an inventory/targeting requirement to activate this deal.

ii. Click the arrow icon; this moves the site tag to Selections.

iii. Complete steps i–ii for all inventory/targeting requirements you want to activate this deal.

To remove an option from your Selections:

iv. Highlight the option.

v. Click the arrow icon at the top of the Selections box; this moves it back to your Options.

j. Enable the Competes with Open Market toggle to allow open market bids to potentially outbid this deal.

(lightbulb)  Tip: Use this option for deals without a budget or flight.

k. Disable the Payout toggle if there is a contract in place that allows for special billing where Index Exchange does not pay the publisher or bill the DSP.


Note: The Payout toggle is only used for special programs within Index. Reach out to your IX Representative if you have any questions about whether you should turn this off for any of your deals.

l. If the Human Verification and Campaign Blocking toggle is ON , our Ad Quality team will review all new creatives before they are allowed to compete in an auction, and be susceptible to any brand, industry, DSP, or other blocks set in your Campaign Settings (Controls > Inventory > Campaign Settings).

If OFF, creatives bidding in this deal only undergo an automated malicious threat scan.

(lightbulb)  Tip: As a best practice, we recommend OFF if the deal is publisher-sourced and you want it to start spending as soon as possible.

m. (Optional) The Buyer Seat ID (also known as a Trading Desk ID) field limits which buyer(s) can bid on this deal. If provided by the buyer, enter the buyer ID and click Add buyer ID to this deal.

(lightbulb) Tip: When you select a DSP, you can search by a buyer’s name in the Buyer Seat ID field and then select the appropriate buyer seat ID(s) in your search results. As a best practice, we recommend that you search by brand name to prevent incorrect entries.


Note: Don’t add a buyer seat if you are creating a one to many deal intended for all brands at the DSP or buyer level. Managed service DSPs do not have seat support so leave the Buyer Seat ID field blank.

n. (Optional) Select the Clone this deal checkbox to create this deal, and immediately start a new deal with all options entered here. This is useful for creating multiple deals with similar terms.

o. Click Create.


Important: After you create the deal, it is imperative that you share the deal ID with your buyer so they can respond to our bid requests in kind.