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As a publisher grows, it may want to leverage its foothold to earn more revenue by creating deals directly with advertisers or agency trading desks (ATD) directly. This allows the publisher to directly negotiate the revenue with these entities resulting in an uplift in its revenue. Since the publisher already has a relationship with a Sell Side Platform (SSP) and the advertiser or the ATD has one with a Demand Side Platform (DSP), they can use these platforms to manage (create and fulfill) the deal. To support this capability, SSPs and DSPs need to capture and manage the deal and its attributes.

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