Best practices for buying Open Exchange via OpenRTB

This article outlines best practices for DSPs currently delivering Private Marketplace (PMP) deals through Vistar’s SSP and want to begin transacting through the open exchange.


In order to transact through both the open exchange and PMPs, please note the following distinctions for open exchange eligible bid requests:

  • Any request with pmp.private_auction set as 0 or with no pmp object altogether should be treated as open exchange enabled. Any request with pmp.private_auction set as 1 is not eligible for open exchange bids.
  • The bidfloor field indicates the minimum CPM accepted from open exchange bids.
  • All open exchange bid requests through Vistar operates a second price auction as indicated by the at field set to 2. See the FAQs section for details about the auction.

Note that in the bid response, open exchange bid responses should not pass a deal ID.

For more information about each object or field, view OpenRTB specification.

Global Deal ID

For DSPs that don’t support buying DOOH via Open Exchange but want to take advantage of the efficiencies of Open Exchange, Vistar offers buyers a global deal ID containing all exchange eligible inventory. DSPs can use the deal ID below along with their own targeting capabilities to build campaigns targeting multiple media owners without the need to set up individual deal IDs.

Global Deal ID: VistarGlobalDOOHAccess

Buyers can launch campaigns targeting this global deal ID following the exact same process they currently use to launch campaigns targeting any other deal ID. Similar to all other Vistar open exchange transactions, any transactions via this deal will use second price auctions. Please note that unlike standard deals, this deal has a variable price floor for a given bid request, as we pass through the requesting venue’s open exchange CPM floor rather than a fixed value. In order to set the price floor for any campaign targeting this deal ID, buyers can either: 

  • Leverage your DSP’s internal planning tools or Vistar's venue drop
  • Provide Deal Desk with your desired targeting, and Deal Desk can provide a recommended bid price


Below are the types of targeting that you can apply, as well as the fields that are available to facilitate each targeting type: 

Targeting type







Media owner specified ID for the requesting screen. Use this value when communicating directly with media owners. 

Note: Industry ID is not globally unique.

Vistar passes these two identifiers for the screen sending the bid requests.



Globally unique ID for the requesting screen.

Note: Media owners will not be familiar with this ID.

Media owner

Name of the requesting screen’s media owner. This name applies to all screens belonging to the media owner.

ID for the requesting screen's media owner. Mapping between ID and media owner can be found via Vistar's seller.json file. 

Media owners can choose their own name, allowing them to be non-transparent if they so choose.

Venue type


See the Venue types in Vistar’s SSP for a mapping between venue type IDs and venue type names.

DSPs who support Vistar’s SSP venue drop can reference the IDs directly in the venue drop file.


Geographic and geo.long

All geographic targeting should be based on the latitude and longitude provided in the bid request.




How does the creative approval process work?

Creative approval for open exchange transactions works in the same manner as it does for PMPs. See OpenRTB specification for more details.

Note that a Creative API is being developed that will allow DSPs to submit creative for approval prior to campaign launch. We will announce this feature once development is complete.


How can I plan for open exchange transactions?

Vistar recommends that any DSP who wishes to activate open exchange campaigns use Vistar’s SSP venue drop.

The only geographic information provided by Vistar’s SSP venue drop is latitude and longitude. As a result, each DSP is responsible for deriving market-level information from the latitude and longitude coordinates.

What are some advantages of transacting through the open exchange?

The following highlights some benefits to transacting in the open exchange:

  • No deal IDs necessary—You can target multiple media owners without collecting and maintaining individual deal IDs.
  • No negotiating rates—The CPM floors are configured by the media owner for all open exchange eligible venues.
  • No media owner outreach—Campaign activation can occur immediately, with no necessary external communication.
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