PMP Deal Construction on Verified Supply Paths

Most display budgets in real estate, fitness and industrial manufacturing run on a working set of fewer than fifteen deal IDs. When a new private marketplace does not spend, the cause is mechanical far more often than strategic: a seat ID mismatch between DSP and SSP, a floor set above the bid the campaign is willing to make, creative dimensions never registered against the deal, or targeting stacked on top of a deal that already carries it. We check in that order before anyone reopens the media plan. How the supply list gets built: We start from named domains and app bundles you can read down a page, not from a curated package with a marketing name on it. Every seller in the path is checked against ads.txt and sellers.json, and against the SupplyChain object the DSP reports back on the bid. Where the chain shows more than one intermediary between the buying seat and the publisher, that seller comes off the list rather than being discounted. Deals are then built on seats at Magnite, PubMatic, Index Exchange, OpenX, Equativ and TripleLift, and directly with publishers who traffic from their own Google Ad Manager instance. Working in Israel: Ynet, Mako, Walla, Globes, Calcalist and Sport5 sell a large share of their inventory direct, and their sales houses do not answer a DSP-side deal request that arrives with no name attached to it. Terms here get agreed in Hebrew, by phone, with someone who wants to know what the campaign is for. We do that part. Hebrew creative also needs the right-to-left versions registered against the deal before it will serve, which is the most common reason an Israeli PMP sits at zero for its first week. Deal types we set, and when: Non-guaranteed auction deals for anything that should compete on price. Preferred deals at a fixed rate where a section is small enough that auction pressure moves the clearing price against you. First-look only where the publisher can show what the look is worth. Auction type, floor, seat, expiry date and permitted creative sizes go into a register you keep, because the deal that breaks in month four breaks silently. What we refuse: Reseller bundles sold as curated marketplaces where the chain runs through more than one hop. Fixed-rate deals priced above what the same domain clears at in open auction for the same campaign; the DSP's own bid feedback shows this, and we check before signing. Keyword blocklists sold as brand safety, since exclusions belong at domain and section level after reading the publisher's own section taxonomy. Made-for-advertising sites, including the ones posting good viewability and good click rates, because neither is evidence of anything. Who this is not for: Buyers going through a trading desk that will not disclose the buying seat, because we cannot verify a supply path we cannot see. Display budgets under roughly thirty thousand dollars a month, where deal maintenance costs more attention than it returns. Anyone who wants a count of deals as the deliverable; the count is not the work, and the longer list is usually the worse one. What you receive: A deal register with seat, SSP, publisher, floor, auction type, creative sizes and expiry. A supply path audit naming every seller removed and why. An exclusion list with reasons attached. A runbook for the four mechanical faults, written so your own team clears them without calling us. The deals live in your seat, under your contracts, with the publisher contacts introduced. If you stop working with us, they keep running.