Tips for publishers to optimize a Matched Audience deal

Deals under Matched Audiences™ that are facilitated by Real Time Identity (RTI) adapters and audiences containing people-based identifiers require specific guidance to scale successfully. Since Matched Audience deals focus on precise users, Index Exchange (IX) recommends that publishers follow the tips outlined below for optimal results.

Create separate deal IDs

To manage budget delivery by campaign for direct deals, IX Buyer Services or publishers should create a unique deal ID for the number of audiences and the pricing variance in ad units. For example, two RTI audiences + two different price points for standard units + high impact = four deal IDs.

You should also create separate deals in the following situations:

  • If an advertiser uses multiple DSPs, create a separate deal ID for each DSP for clear reporting.

  • Create separate deal IDs for high-impact or video ad units so that the campaigns can be tracked separately.

Recommended deal settings in the IX App

When creating a deal in the IX App, we recommend that you set the following settings for a Matched Audience deal:

  • In the Deal Type drop-down list, select One to One for each publisher and advertiser so that each negotiation can be managed on the deal ID level.
  • In the Deal ID field, follow specific naming convention depending on the RTI provider to consolidate reporting and simplify campaign troubleshooting across all publishers:
    • For LiveIntent deals, specify the deal ID to begin with LIVIX.
    • For LiveRamp deals, specify the deal ID to begin with LRIX.
  • In the Auction Type drop-down, select Fixed for pacing budgeted deals to deliver in full.

For more instructions on creating a deal and deal settings, see Create and manage your Private Marketplace Deals.