An overview of buyer seats in DSPs and the IDs associated with them.
What is a seat?
A seat refers to the ‘seat accounts’ within the buyer's DSP (demand-side platform).
What is a buyer seat ID?
A Buyer seat ID is the related unique buyer IDs created to identify buyers. When a new buyer participates in an auction through a DSP, they are registered with a unique buyer ID. To ensure that the bid requests sent from an SSP (supply-side platform) are only addressed to the appropriate (whitelisted) buyers, each buyer ID is mapped to a ‘seat account’ on the SSP.
This identifier differs between different SSPs. For example, your seat ID for Xandr will be different compared to Google Ad Manager.
The buyer seat ID will typically 4-6 digits but can be longer and include letters. For example 12030.
The buyer seat ID will typically made of 8 digits. For example 12345678.
How buyer seat IDs are used within Permutive
During campaigns, when new deals are set up internally by Permutive or specific publishers, your buyer seat ID is needed to ensure the deals are mapped to the right buyer. Your Xandr or Google Ad Manager buyer seat IDs are requested because depending on the campaign, one of the two SSPs will be used to create new deals and will require your buyer seat ID in order to send these deals through.
Each buyer seat is associated with a name which further helps to identify if the buyer is correct. An example of a buyer name is Permutive Limited (Curator).
Understanding Buyer Seat IDs