Who should begin the deal negotiation for exchanges integrated with deal sync in Display& Video360?

In the context of Display&Video360,for deal negotiations on exchanges integrated with deal sync,the responsibility to initiate the process lies with the advertisers.Advertisers are the ones who should commence the deal negotiation,seeking opportunities to secure advertising space or inventory through synchronized deals with integrated exchanges.This reflects the dynamic nature of programmatic advertising,where advertisers actively engage in negotiations and transactions to access desired inventory efficiently.By taking the lead in deal negotiations,advertisers can strategically tailor their campaigns and optimize the placement of ads across various publishers,ensuring effective reach and engagement with their target audience.