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The Create Deal page consists of four sections. Click to view information and instruction below:

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titleBasic information


This tab provides guidance for completing the Basic Information section of the Create Deal page.

  1. Enter a Deal Name. This can be anything, but we recommend using a format that's consistent and meaningful. For example: ATD/Buyer - DSP-Publisher Placement MMDDYY.
  2. Enter a Deal ID that follows this convention: Buyer - Publisher - Month/Day - NumericValue OR
    select Generate Deal ID to automatically generate a Deal ID.

    Deal ID has a limit of 64 characters.

  3. Select a Channel Type: PMP, PMP Preferred, or PMP Guaranteed (PMP-G). For more information, see Private Marketplace. 
  4. Select a priority for the deal. Priorities help you achieve the desired delivery, fill and, eCPM for each deal. Each channel has a specific priority range:
          • PMP-G: P5 - P7 (Default is P5)
          • PMP Preferred: P8-10 (default is P10)
          • PMP: P11-15 (Default is P15)

    1 is the highest priority and 16 is the lowest priority. Bids from demand sources will consider the priority in the bidding process. If there are two bids with the same bid amount and different priorities, the bid with the higher priority will be considered in the auction.

    For more information, see Setting Priorities with the Simplified Model (P16)

  5. Select the Demand Side Platform and Buyers from the dropdown.


    PMP-G and PMP Preferred can have only one buyer and one DSP.

    Buyers are filtered based on DSP Selection. We display Buyer - DSP - SeatId for each DSP Buyer pair. SeatId is an association Id between DSP and Buyer. 

    titleDigital & Video 360

    PubMatic has an API integration with Digital & Video 360, so deal information is automatically pushed into Digital & Video 360 when it's saved. In Digital & Video 360, a deal ID can be used by only one buyer seat, or a group of associated buyer seats under an agency. Please specify buyer seats when choosing Digital & Video 360 as a DSP. If the desired buyer seat is not available, reach out to your PubMatic account manager for assistance.

    When there are changes to a deal with DV360 as DSP, we now make API calls to DV360 only when deal fields required by Google are updated, this includes deal name, deal ID, impression target (for PG only), spend (for PG only), rate type, rate, floor price, start date, end date, ad size, and max video duration.

    Learn more about DV360

  6. Select the Timezone that applies to this deal.
  7. Enter the Start and End dates for this deal. For deals without an end date, select Ongoing


    PMP-G deals set to Custom have an end date, they cannot be set to Ongoing.

  8. Select the Auction Type:
       • First Price: Each bidder provides a bid. The highest bidder gets the first slot, the second-highest the second slot, etc. Bidders pay the price they bid themselves. (PMP ONLY)
       • Second Price: The highest bidder wins the auction, but pays the second-highest bidder’s bid price plus fee. (PMP ONLY)
       • Fixed Price: Price paid in the PMP deal is not an auction, but is agreed to by both seller and buyer.

  9. Enter the desired CPM for this deal.
  10. Enter a Minimum Amount and Available Impressions. (PMP-G ONLY)
  11. Skip this step if you are not a publisher using a server-to-server integration. No is selected by default. Select Yes if the Deal ID should be sent to the publisher in PubMatic's response. If enabled, the Deal ID must be passed to PubMatic by the publisher in the ad request, and then PubMatic will include this Deal ID in its response to the publisher. 
  12. Select the Deal Source (Publisher or PubMatic).
  13. Select Yes or No for whether this deal is a Consortium deal. If Yes, select the PMPG Category and enter Revenue Share.


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This page provides guidance for completing the Targeting section of the Create Deal page.

You can navigate to the Create Deal page in the PubMatic UI as follows: select the Transactions tab > click Deals from the menu > click the Create Deal button in the top-right corner of the page.

PubMatic's robust targeting capabilities enable you to optimize deals by defining the parameters that best fit your inventory.

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Set targeting criteria for the following. Select the criteria you want to include in targeting. To remove selected criteria, click the “X” or Clear All in the Targeted Summary section (see above screenshot).

Targeting typeDescription
AudienceYou can either include or exclude an audience(s) for this deal. Note that if you exclude an audience for a T-PMP deal, then Audience Targeting is not supported for the calculation of Max Total Avail Impressions.

Dayparting  allows you to target specific days and times of the week. (See details below.)

Domain and app You can either include or exclude domains, app bundle IDs, subdomains, subdirectories, specific pages, and keywords that appear in page URLs/app bundle ID (see details below).
GeographyYou can either include or exclude specific countries for this deal. DMA targeting is available on the backend; contact your account manager to request this option.
InventoryYou can set Inventory to include any ad size or manually select up to 1,000 specific ad sizes.
Key valueEnter key value variables to create rules for custom targeting. (See details below.)

Select any Latitude/Longitude, devices, operating systems, browsers, carriers and device types this deal should target. You can also enable OM SDK targeting for deals targeting mobile app platforms. (See details below.)

Rich MediaSelect one or more Rich Media providers. Rich media ads include streaming video, text or images that interact instantly with visitors.
VideoSelect ad formats, positions, player size and skip/playback options to target. (See details below.)

Select the viewability parameters to optimize this deal (see details below).


Specific targeting below will appear when it applies to the product Inventory options selected.

Mobile targeting

Select mobile targeting attributes to include in this deal.

OM SDK SupportCheck this box to enable. Note that this is only an option for deals that are exclusively targeting mobile app platforms.
Latitude/LongitudeYes or No
Smartphone DevicesAny or Select
Mobile OSAll, or select specific mobile operating system(s)
BrowsersAll, or select specific browser(s)
CarrierAll, or select specific carrier(s)
Device ID TypeAll, or select specific device type(s)

OM SDK Support

To target mobile apps that support IAB Open Measurement SDK, in the Inventory section, select only Mobile App IOS and/or Mobile App Android. Make sure Mobile Web and Web are deselected.

Check the OM SDK Support box to enable. If the box is grayed out, go back to the Inventory section and make sure Mobile Web and Web are deselected.

Video targeting

Select the video targeting attributes to include in this deal.

  • Video Ad Formats:
    • Linear: Indicates the video ad which runs before, between, or after the video content is viewed by the publisher.
    • Non-Linear: Indicates the video ad which runs parallel to the video content so the publisher still has the option of viewing the content.
  • Ad Position:
    • Pre-roll: Video ad that appears before the video content displays.
    • In-roll: Video ad that appears in the middle of the video content.
    • Post-roll: Video ad that appears after the video content completes.
  • Skippable: Yes, No, Any
  • Skip Delay: Enter number of seconds
  • Skip Delay Override: Enter number of seconds
  • Players Size: All, Small, Medium, Large 

Viewability targeting

Viewability targeting allows you to create deals that target only impressions that meet a minimum level of predicted viewability. For example, if you want to target impressions that are at least 80% likely to be viewable, select 80% or greater from the drop-down list.

Viewability thresholds are predicted based on historical data provided by our viewability partners, Moat and Pixelate. We're integrated with Moat to measure video ads and Pixelate to measure banner ads in both web and app environments. It's important to remember that viewability thresholds are not a guarantee of viewability.

titleIMPORTANT: Not all apps are supported for video ads
  • Banner ads are fully supported in both web and app environments
  • Video ads are supported in web environment and certain apps.
  • For in-app video ads, you should target the deal to the apps supported for viewability. If your app is not on the list below, contact your PubMatic account manager.



Keep in mind that deals with a higher viewability threshold will result in fewer matches. To increase your match rate, try lowering the viewability threshold. You can adjust this setting at any time.

Domain and App targeting


For detailed instructions, see Domain and App Targeting.

Domain and app targeting can be used to target domains, app bundle IDs, subdomains, subdirectories, specific pages, and keywords that appear in page URLs/app bundle IDs.

titleMatch types

Broad Match

This is the most flexible match type. It matches all URLs/app bundles that contain the string specified. Broad match is ideal for targeting all properties under a domain/app bundle, subdomain, or subdirectory.

Example: targeting will match both + and +

Simple Match

This match type looks for the URLs/app bundles you specify but ignores query parameters, hash tags, and anchor tags. Simple match is ideal for targeting single pages.

Example: targeting will match pages like +  and + , but NOT +

Exact Match

This match type looks for URLs/app bundles that are exactly what you specify. If you add query parameters or hash tags, it will significantly change page displays. Exact match is ideal for targeting single pages.

Example: targeting will match + , but will NOT match + or +

Key value targeting

Key-value targeting allows you to define rules for custom targeting in the PubMatic UI.

titleIf this string was passed in a request:


The key value targeting in the PubMatic UI:Request matches the deal?
key1=v1 AND key3=v5Yes
key1=V2 AND key2 is NOT v1No

Key value format:

  • Key value pairs are separated by "|"
  • Each value is separated by "," 

For example: "key_val"="key1=V1,V2,V3|key2=v1|key3=v3,v5"

See Bid Request Objects and Parameters for how to pass key value pairs in bid request.

Limitations in ad requests:

  • The key value string in a request can't be longer than 5100 characters.
  • There are no restrictions on the length of key or key values.

Restrictions in key value targeting:

  • The length of a key must be equal to or less than 16 characters.
  • The length of a key value must be equal to or less than 256 characters.
  • The total key value targeting JSON string for a given deal must be equal to or than than 2048 characters.

Steps to add a key value to this deal:

  1. Click Add Rule to create a new rule for this deal
  2. Enter the  key values.
    Example #1: targeting supported
    Key: Category Is 123
    Key: Allowlist Is 1,2

    Example #2: targeting not supported
    Key: Age Is Under 25
  3. Click Submit. The key feature will be added to this rule.
  4. Click +Add Key to this Rule  if you want to add another key feature for this rule.
  5. Click Done to create the rule.
  6. Click +Add Another Key.

To delete a rule, click Delete.


Dayparting allows you to target viewers during specific days and times of the week.

  • Selected days appear green and the non-selected days appear red.
  • To run a deal 24/7, deselect all the days of the week. This creates a rule to target all the days.
  • The time zone is automatically set in the viewer's time zone.

Advertiser Allowlist

    1. Select Yes for Advertiser Allowlist if you would like to allowlist one or more advertisers by advertiser name, IAB Category or domain. Allowlisting will make this deal available only to buyer(s) who match the advertisers you select. If you select Yes, continue to step 2; if No, move to the next section.
    2. Make the desired selections from the dropdown lists for:
      - IAB Categories
      - Advertisers
      - Advertiser Domain (manually input from the dropdown or upload in bulk.