Deals that are negotiated as invitation-only auctions, providing certain buyers in the ad exchange preference. A publishers’ direct sales team can negotiate a deal with certain clients ahead of time, including a max bid, max CPM, ad unit types, certain site sections, etc. If a publisher has an impression that matches the negotiated deal’s criteria, it triggers a bid request encoded with a special Deal ID number. The auction calls out to demand partners and prioritizes buyers with the matching Deal ID.