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How does a bid request work?

Posted on May 8, 2021 by Author

Table of Contents

  • 1 How does a bid request work?
  • 2 How many impressions do DSPs evaluate every second?
  • 3 How does pre-bid blocking work?
  • 4 What are DV blocking tags?
  • 5 How does the DSP know the SSP’s Cookie ID?
  • 6 What is a DSP and how does it work?

How does a bid request work?

A bid request is a function that is triggered when a user visits a web page with ad units on it. It then fetches ads from ad networks to fill in the specific ad units for a unique user.

How many impressions do DSPs evaluate every second?

A typical large scale DSP will evaluate up to 3 Million bid requests per second, in order to scale 3 Million evaluations per second — the bid models have to be highly optimized. Note: Its worth mentioning that typical DSPs only win around 5\% of their bids.

What is the difference between pre bid and post-bid?

Pre-bid is almost exclusively applied within programmatic environments: this is why pre-bid segments are most often found within a DSP’s user interface. Post-bid blocking can be applied anywhere—not just on programmatic buys but on direct ones, too.

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How does pre-bid blocking work?

To explain it simply, as an advertiser enters a bid for a placement, a third party scans the page against a pre-determined set of rules to ensure the page on which the ad will appear is appropriate. For example, if you’re advertising Kool-Aid, you may have rules against appearing on pages that contain profane language.

What are DV blocking tags?

DV blocking code inspects all characteristics of an ad impression in real time, including evaluating the device, impression geography and surrounding content. When the impression meets these standards, the ad is “Allowed” and the creative is rendered to the screen.

How does the SSP process work with a dsp456?

The process completes when the DSP456’s ID is logged in the match table for each SSP, and receives the SSP’s cookie in return. As an interesting post-script to this, the SSP might redirect the user back to DSP if the DSP is hosting the match table instead of the SSP.

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How does the DSP know the SSP’s Cookie ID?

The DSP knows the SSP’s cookie ID because of the query string in the piggyback call, and it can read its own cookie ID because that user called its web server as the end destination with the piggyback call. DSP456 now writes into its database that DSPcookie789 = SSPcookieXYZ for bid requests from SSP123.

What is a DSP and how does it work?

Advertisers and ad agencies use DSPs to purchase ad space from publishers via ad exchanges and SSPs, typically during real-time bidding (RTB) auctions. In reality, there would be multiple DSPs, ad exchanges, and SSPs involved in a given RTB media transaction.

How do DSPs buy available ad space?

The most common way for DSPs to buy available ad space on websites and apps is via real-time bidding (RTB). The RTB process is a live auction whereby DSPs bid on impressions offered by ad exchanges and supply-side platforms (SSPs). We’ve explained what RTB is and how it works in a previous post.

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