When you want to bid on an ad campaign, you need to know how to send a bid request. In this article, you’ll learn what information you should include in your bid request, how to send a bid request to an ad exchange or ad server, and how to check if a bid request is valid. In addition, you’ll learn about time limits that must be followed for responding to a bid request.

Information that is included in a bid request

There are various ways to customize the advertisements that you place on the Internet. Personalizing your ads helps publishers to increase revenue, but at the same time can compromise your security. Bid requests include the following information: the bid ID (unique identifier assigned to each bid), device, ISP, and demographics. Bid requests also contain the minimum number of impressions that are offered by available inventory, and device, including ISP, model, and OS.

Using the information in a bid request helps you to target a specific audience. For example, if you are targeting users who recently visited a competitor’s website or app, you can use information provided by the ad exchanger or the platform. It is possible to exclude certain segments of your audience based on demographics and recent purchases. Real-time bidding allows you to show ads that are tailored to the visitors who visited your website or app.

How to send a bid request to an ad server or ad exchange

How to send a bid request to an advertising platform or ad server? The bidding process begins when the publisher sends a request to one or more ad exchanges. These exchanges then send user data to the advertisers, who automatically bid. The process is automatic and real time. Publishers can even use real time bidding to target users based on where they are on a website.

The first step of the real-time bidding interaction takes place when Google sends the bid request to the ad server. The bid request is a serialized protocol buffer attached to the binary payload of a POST request. You can see an example bid request in the following section. This will help you determine the most efficient way to bid on an ad spot.

How to check if a bid request is valid

A bid request can be invalid if it does not include certain fields, such as a lookup ID, which is present in the bidding message. The lookup ID is a string that indicates that MediaGuard has detected it and determined it is not fraudulent. The publisher should be notified of the invalid traffic monitoring period through their website, blog posts, or email newsletter. In addition to looking up the lookup ID in the bid request, bidders can also check the Creative status of a snippet.

Publishers can set blocking rules against certain text phrases and block bid requests with these phrases. If the publisher does not allow such keywords, the bidder can edit the creative text or adjust targeting to avoid the publisher. For example, the publisher may reject a bid request that contains a billing ID of a child. This can occur because the child billing ID is not associated with the deal. If the bidder does not include the billing ID, then it is invalid. To avoid this, publishers should specify the prohibited categories in the bid request.

Time limits for responding to a bid request

There are many reasons for having time limits for responding to a bid request. For example, if a client has already chosen a preferred tenderer, or internal policies require multiple quotes, a short response time may cause a company to increase its submitted price. Likewise, government departments and certain companies have a reputation for setting short response time requirements, so companies should avoid those requests. There is a middle ground, however.

If a publisher sets a blocking rule for a certain text phrase, the bidder’s bid will be filtered out. Publishers may choose to filter bids containing that phrase and may choose to reword their creatives to avoid the publisher. If a publisher rejects a bid for this reason, the bidder should make changes to its targeting to avoid the publisher. If the publisher chooses to remove a bid based on text, the publisher can change the targeting so that it will not cause a problem for the advertiser.

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Damon Nelson
Damon Nelson

Entrepreneur, business consultant, software developer, and marketing professional. Many hats with one simple goal... help you make more money with simple automation, proven strategies, and a little common sense. Want to learn more? Check out what I've been reading lately.