PDP terms and definitions
The following sections defines key terms for understanding deal types and deal participants in the PDP API.
Deal participants
NOTE: To identify each deal participant, The Trade Desk assigns them a known agent ID (KAID). For details, see Known Agent object.
The following table lists the kinds of deal participants.
| Term | Definition |
|---|---|
| Buying Party | An agency or advertiser on The Trade Desk platform that negotiates, accepts, and bids on the deal. The buying party is the primary owner and administrator of the deal on The Trade Desk platform. |
| Selling Party | A seller, intermediary, or publisher that creates proposals for negotiated deals. It represents the sell-side user and uses the account ID to propose deals with the PDP API. |
| Additional Participants | Additional participants who own seats on The Trade Desk platform that you allow to bid on the proposed deal. As the deal owner, you create a delivery profile and allows access to additional participants. |
| Seller | An entity that owns one or more publishers, and sells inventory created by those publishers. Seller IDs are typically sourced from the sellers.json file.NOTE: Under limited circumstances, a classified seller might also resell small amounts of inventory owned by another seller. |
| Publisher | A content owner whose content or inventory is available for sale by a seller. The PDP API maps publishers using information found in the ads.txt file, with additional curation from The Trade Desk. |
| Intermediary | An entity, such as an SSP, that facilitates ad inventory distribution but doesn't own inventory. |
| Agency | An advertising agency that buys ad inventory on behalf of a brand. NOTE: Under limited circumstances, a classified seller might also be an agency. |
| Advertiser | A brand that acquires inventory through The Trade Desk platform. |
Deal types
Deals specify terms for inventory composition, pricing, and priority considerations, seeking differentiation in terms of value and availability. The available terms depend on the type of deal. The following table lists the available deal types.
| Type | Description |
|---|---|
| Commitment | A commitment deal is an agreement in the platform that specifies a target cost for media investment and a timeframe for its delivery. The Trade Desk platform ensures that the participating parties can fulfill the designated investment amount. A commitment deal specifies a selling party, a buying party, and the inventory composition including publishers and other parameters. |
| Endeavor | An endeavor deal is an agreement that grants a buying party access to inventory from one or more publishers. It can optionally include inventory composition, pricing, seeking differentiation in terms of value and availability. |