Video supply-side platform LiveRail made a similar move last August when it gave publishers “contingencies designed to ensure their deals are about more than just getting the best price for inventory at a given moment.” This assurance is a critical selling point for premium content providers, according to LiveRail CEO Mark Trefgarne.
“While broadcasters aren’t interested in putting their inventory into open exchanges, they are interested in automating the process even more for guaranteed buys,” according to Jim Nail, principal analyst at Forrester Research. Nail had predicted that legacy TV processes would be soon be disrupted by tech-enabled media buys, which have already affected video and cross-screen advertising.
Richard Joyce, senior analyst, programmatic media at Forrester said if broadcasters adopt Deal ID or "Deal ID-like" protocol, they are able to provide an automated programmatic offering while still maintaining control over pricing and the advertiser.
One of the overreaching benefits of Deal ID in digital video and TV, is its ability to “help buyers and sellers transact around premium content and target demographics, no matter where playback occurs,” Chris Smith, EVP of emerging media at Turn, wrote in a blog post.
“To make video advertising ‘flat,’ such that all video buying feels like TV buying, buyers expect no less than TV-quality content and TV models of measurement,” Smith said. In other words, Deal ID and online gross ratings points could help mitigate the most common challenge in digital video and TV convergence: fragmentation. And additionally, Smith added, executing direct deals via Deal ID (as opposed to separate direct deals) could benefit the advertiser by providing one consistent view of all the audiences and inventories they're utilizing.
“A lot of our SSP partners are recognizing that there’s fragmentation in the way their media is being consumed and it’s not always the 60-inch flat screen TV and that’s a challenge,” Burke said. “[Deal ID will allow] the owners of the inventory and the marketers to measure it in a way that allows them to find audience the way they always have, irrespective of how that media is delivered.”