Set up an M1 deal

Before you can run an M1 campaign, the following steps need to be completed:

The buyer or publisher contacts IX's Buyer Services team to begin an upcoming M1 campaign. The purpose of this call is to align all teams on goals and expected deal performance. During this call, consider the following:

  • Publishers
  • Audience
  • Flight date
  • Buyer budget

The buyer and publisher negotiate deal terms and the buyer completes the M1 deal request form provided by IX’s Buyer Services team. Deal terms should be unique to each deal ID and must include the buyer’s DSP and publisher’s properties or channels. For more information on deal terms that must be negotiated to create a deal ID, see Negotiating M1 deals.

Buyers create the audience in the M1 UI.

M1 sends the audience segments to IX.

IX’s Buyer Services team creates and shares a deal ID based on the negotiated agreement between the buyer and seller. Alternatively, a publisher can create the deal in the IX app if they want to. For more information, see Create a new deal.

To help consolidate reporting and simplify campaign troubleshooting, all deal IDs for M1 deals should begin with M1IX. For more tips on how publishers can optimize an M1 deal, see Tips for publishers to optimize an M1 deal.

The buyer builds the M1 deal in their chosen DSP based on the negotiated terms outlined in step 2 and targets the M1 deal ID created in step 5. Since M1 deals focus on small, precise, and highly performing audience segments, buyers should follow IX best practices in DSP setup. For more information on how buyers can optimize an M1 deal, see Tips for buyers to optimize an M1 deal.

After an M1 campaign is set up and a user from the M1 audience file is recognized on a publisher's page, IX detects the M1 audience in real time and generates a bid request for the deal ID tied to that audience. This detection is enabled by the IX RTI adapter framework using the M1 RTI adapter. For more information, see Matching users using Merkle.

DSPs can then bid and win on opportunities for the buyer's M1 audience. The user within the selected M1 audience will see the campaign on the publisher site.