--- title: "Deals for Publishers" slug: "deals-for-publishers" updated: 2026-02-06T15:53:03Z published: 2026-02-06T15:53:03Z --- > ## Documentation Index > Fetch the complete documentation index at: https://help.tritondigital.com/llms.txt > Use this file to discover all available pages before exploring further. # Deals for Publishers Once you have arrangements for a deal with a buyer, you can enter the deal in TAP Programmatic. > [!NOTE] > Deals occur in the TAP Programmatic *private* marketplace, and are not affected by settings and rules that you create in the [open marketplace](/v1/docs/open-marketplace). > [!NOTE] > Also see: > > - [TAP Programmatic for Publishers introduction video](/user/docs/introducing-tap-programmatic#tap-programmatic-for-publishers) > - [TAP Programmatic Packages](/user/docs/packages-tap) > - [TAP Programmatic Deals for Ad Networks](/user/docs/deals-for-publishers) > - [TAP Programmatic Glossary](/user/docs/tap-prog-glossary) ![](https://cdn.document360.io/7124b381-0a94-401a-abbd-9df9c4ea5dff/Images/Documentation/Deals-overview.png) **To add a new deal (overview):** 1. Go to the **Programmatic** function in TAP. On the **Deals** tab, click **+New deal**. The **New Deal** form appears. 2. Enter the relevant information according to the details described below. 3. Click **Create deal**. A confirmation message is displayed. 4. Communicate the **Deal ID** (found in the Deal overview) to the buyer so they can target it in their campaign. ![](https://cdn.document360.io/7124b381-0a94-401a-abbd-9df9c4ea5dff/Images/Documentation/Deals-deal-id.png) ## Non-USD Currencies The default currency for deals, packages, and open marketplace rules is USD (United States dollars), but you have the option to specify a different currency when setting floor prices. This is useful when transacting with buyers who operate in currencies other than USD. When you select a currency other than USD, all auctions and transactions are still executed in USD. TAP Programmatic converts floor prices on-the-fly during the bidding process using the daily exchange rate. This reduces the risk of bid rejections caused when exchange rate volatility pushes bids below the floor price. Invoicing and payments remain unchanged. The floor currency can be changed at any time for deals and open marketplaces. However: - You cannot change the currency of an Ad Network package's when its status is Active. - Ad Network deals must use the same currency as the packages they are tied to. ## Deal Details ### Deal Name - Enter a name for the deal. ### Start Date, End Date - Enter the start and end dates for the deal. These dates are mandatory, except for Programmatic Guaranteed deals. If you archive a deal before its end date, the deal is de-activated. - Enter a custom start date – within the next 365 days – or click **Start today** preset to enter today’s date. - Enter a custom end date – up to three years after the current date (today) – or choose from one of the presets on the drop-down list. ### Sales Contact, Sales Contact Email - Enter the name and email address of sales contact at the buyer. ### Notes - Optional: Enter useful details about the deal. Examples: agreement number, other contacts at the buyer. ## Buyer & Priority ### Demand Platform - Select the DSP used by the buyer for which you are creating this deal. Once the deal is created, you cannot change the deman platform details. - See [Demand Platform Deal Notes](/user/docs/demand-platform-deal-notes) for information specific to some demand platforms. ### Buyer Seat - Select **All** to create an [evergreen deal](/docs/deals-for-publishers#evergreen-deals), in which all buyers for the selected partner are eligible to bid on the inventory. - Select **Specific** to enter the seat identifier of the buyer’s seat with their DSP. Request this information from the buyer for which you are creating this Deal. ### Market Type The market type determines the priority of the deal. - A **Programmatic guaranteed** (**PG**) deal is an agreement between a publisher and a programmatic buyer to buy inventory directly from the publisher. Once set up, its automated workflow provides guaranteed inventory buys for [**PG flights**](/user/docs/programmatic-guaranteed-flights) that run with even pacing and standard priority level within TAP. PG inventory is accounted for in TAP forecasting, and is subject to TAP Programmatic’s ad quality controls. Note that start- and end-dates cannot be set for Programmatic deals, as they are set in the [PG flight](/user/docs/programmatic-guaranteed-flights). - A **Preferred deal** is a private auction deal that you make with a preferred buyer; it has the highest priority, regardless of the bid price as long as it is above the floor price. - A **private auction** is restricted to**deal** buyers with whom you have a private auction deal. Deal buyers get "first look" at your inventory. If no private auction bid is accepted, the inventory goes to open auction. - An **open auction** is the standard marketplace where real-time bidding (RTB) occurs for digital advertising inventory, and is open to all buyers. > [!NOTE] > Use **Preferred deals** with caution, as there are no validation checks to ensure you don't create conflicting preferred deals, such as two preferred deals for the same brand (which essentially invalidates the "preferred" status). Best practice is to **not have more than one preferred deal targeting any given inventory**. If the case arises where two preferred deals are competing for the same inventory, the one with the highest clear price wins. If the clear price is the same for all, a random winner is selected. ## Price ### Auction Type - Choose [**First Price**](/v1/docs/glossary-of-terms#first-price), [**Second Price**](/v1/docs/glossary-of-terms#second-price) or [**Fixed Price**](/v1/docs/glossary-of-terms#fixed-price)**.** - Best-practice: If using **Second Price**, enter a **Soft Floor**that is higher than **Floor**. Otherwise, the **Floor**price is used if there is only one bidder. ### Floor - The *floor* is the lowest price that Triton accepts in an auction. It rejects bids below the floor. - The floor overrides existing floor rules. It can be set higher or lower. - Specify an amount with two decimal points of precision, to the cent. Example: For $1.25, enter "1.25" (without quotes). ### Soft Floor - In a second-price auction, the *soft floor* is the effective floor price when there is only one bid. It must be equal to or higher than the floor price. - Example: In a second-price auction where the floor is $4.00 and the soft floor is $5.00, if only one buyer makes a bid, that bid must be $5.00 or more. If there are multiple buyers making bids, then the eligible bids can be $4.00 or more. - Soft floor only appears when **Second Price** is selected as the auction type. - Specify the soft floor amount with two decimal points of precision, to the cent. Example: For $1.25, enter "1.25" (without quotes). ## Targeting Create **content targeting** or **listener targeting** rules. The targeting rules work the same way as they do for [TAP's flight targeting rules](/user/docs/creating-flight-targeting-rules) although with a few small differences. For example: - In Deals content targeting, the **station/podcast genre** is specific to the IAB content taxonomy 2.0. - Deals content targeting includes **station/podcast language**. - Deals content targeting includes more options under **Other**. - Deals listener targeting includes [Addressable impressions](/user/docs/addressable-impressions). > [!NOTE] > Deals targeting does **not** include Time targeting. ## Advanced Use the **Advanced** section of the TAP Programmatic **Deal** form to specify ad quality rules that *only apply to this deal*. For example, you can create a deal that ignores the IAB category requirement, or a deal that is restricted to a specific brand, or you can override the ad quality restrictions **when the buyer is bidding within the deal**. ![](https://cdn.document360.io/7124b381-0a94-401a-abbd-9df9c4ea5dff/Images/Documentation/Deals-advanced.png) ### **Ignore IAB Category** This item bypasses the TAP Ad Quality [IAB Category setting](/user/docs/default-ad-quality#excluded-iab-categories) for bid responses that are associated with the deal. IAB capping is not affected. When **Ignore IAB category** is enabled: - Deals set up with the advanced setting "Ignore IAB category" are send to DSPs in a dedicated bid request to ensure that the blocked category field (bcat) is not part of the request. - Bid responses that do not include an IAB category are *accepted*. - Excluded IAB categories defined in your [Ad Quality settings](/user/docs/default-ad-quality#excluded-iab-categories) are *ignored*. In most cases **you should not enable this feature**; only use it in exceptional circumstances, such as: - The DSP your deal is linked to does not use IAB categories in their bids (or does not apply them reliably). - If you normally exclude a category but you have a specific deal with a DSP or advertiser who fits that category but you do want to allow their ads. For example, if you normally exclude ads for alcohol but you have a specific deal with a DSP to allow ads for an event that is sponsored by a brewery. Another example: your [Ad Quality](/v1/docs/ad-quality) settings block ads that involve gambling, based in IAB category, but you want to run a direct deal with a trusted buyer, such as a casino-hotel or a charity lottery. Select**Ignore IAB Category** for that deal to allow the buyer's ads to compete in the auction. The table below shows the bid response behavior when an **ad quality rule** excludes two IAB categories and **Ignore IAB Category** is enabled or disabled. Behaviors for both deal and open auction bid responses are shown. #### Examples of Ignore IAB Category Logic - ✅: bid is accepted - ❌: bid is rejected | **Ad Quality Rule** | **"Ignore IAB Category" Status** | **Bid Response (Deal)** | **Bid Response (Open Auction)** | | --- | --- | --- | --- | | Exclude IAB16-1, IAB 17-2 | Disabled | IAB16-1 ❌ | IAB17-2 ❌ | | Exclude IAB16-1, IAB 17-2 | Enabled | IAB16-1 **✅** | IAB17-2 ❌ | | Exclude IAB16-1, IAB 17-2 | Disabled | No IAB defined ❌ | No IAB defined ❌ | | Exclude IAB16-1, IAB 17-2 | Enabled | No IAB defined **✅** | No IAB defined ❌ | ### Ignore Bidder Seat Select **Ignore bidder seat** if you want to allow bids on the deal from all of your available buyers and not just the seat ID assigned to the deal. ### Brand Restriction **Brand restriction** refers to deals that only apply to the specified brand(s). This item bypasses the Ad Quality [Excluded Brands settings](/v1/docs/default-ad-quality#excluded-brands) for bid responses **that are associated with the deal**. Brand capping is not affected. When **brands are included** in the **Brand Restriction** list: - Only bid responses that *include* creatives associated with the brand(s) are *accepted*. - Bid responses that *do not include* creatives associated with the brand(s) are *rejected*. - Excluded brands and brand URLs defined in your [Ad Quality settings](/v1/docs/default-ad-quality#excluded-brands) are ignored. In most cases **you should not enable this feature**; only use it in exceptional circumstances, such as if you create a deal with a buyer that is specific to a particular brand. This setting overrides the Ad Quality [Excluded Brands settings](/v1/docs/default-ad-quality#excluded-brands), so you can use this if you normally exclude a brand but you have a specific deal with a DSP or advertiser to allow ads from that brand. The table below outlines some scenarios that should help you understand the relationship between settings in Ad Quality and settings in Brand Restriction when the bid response is specific to the deal. | **Ad Quality Setting** | **Brand Restriction in Deal** | **Bid Response (Deal)** | **Result** | | --- | --- | --- | --- | | No brand excluded | Blork Shoes | No brand defined | Rejected. The deal is restricted to just the Blork Shoes brand. | | No brand excluded | Blork Shoes | Specifies Blork Shoes brand | Accepted. Bid includes the Blork Shoes brand. | | Blork Shoes brand excluded | Blork Shoes | Specifies Blork Shoes brand | Accepted. Bid includes the Blork Shoes brand. Brand restriction overrides ad quality exclusion. | | Blork Shoes brand excluded | No brand restriction specified for deal | Specifies Blork Shoes brand | Rejected. Bid includes the Blork Shoes brand. Ad quality exclusion is not overridden. | | Frequency cap on Blork Shoes brand | Blork Shoes | Specifies Blork Shoes brand | Rejected if frequency cap has not run out. Accepted if frequency cap has run out. | ### **Ad ID Suffix** You can customize the Ad ID portion of the returned VAST/DAAST response by adding a custom suffix to the Ad ID. For example, if you enter the suffix "abcd," the response for an ad with the Ad ID "ZZZZZZZZ12345" will be****`<Ad id="ZZZZZZZZ12345-abcd">` - Use alphanumeric characters only. - Maximum characters = 25. - A hyphen character (**-**) is inserted between the Ad ID and the custom suffix. ## Deal Synchronization TAP Programmatic automatically synchronizes deals with some demand partners, including DV360 and The Trade Desk. This synchronization information appears on the right-hand side of the deal page in **Deal synchronization.** If a synchronization problem occurs, an informative error message appears. You can use the error message to troubleshoot any synchronization issues with your deal. ![](https://cdn.document360.io/7124b381-0a94-401a-abbd-9df9c4ea5dff/Images/Documentation/Deal-sync.png) ## Evergreen Deals An *evergreen deal* is an "always on" deal that allows all buyers within a selected demand partner to bid on a pool of inventory without having to set up specific deals for each seat. This is a convenient way to run "set it and forget it," low- or zero-maintenance arrangements with demand partners who you know and trust. It can also make it easier for the demand partner's advertisers to find your deals. To create an evergreen deal, specify **All** for the **Seat** setting when creating a deal, and select any additional targeting to narrow down the inventory subject to the evergreen deal. > [!TIP] > **Station**is the typical targeting criteria for an evergreen deal inventory pool, but you can base an evergreen deal on any targeting criteria. ![](https://cdn.document360.io/7124b381-0a94-401a-abbd-9df9c4ea5dff/Images/Documentation/Add-Deal-Evergreen.png)