Bid-Request
Description
A bid request is a signal sent from a publisher to multiple advertisers asking for bids on an ad impression.
Definition
An automated message sent by a supply-side platform (SSP) or ad exchange to demand-side platforms (DSPs) in real-time bidding (RTB) auctions. It contains information about an available ad impression, allowing DSPs to bid for the opportunity to display an ad.
Why Is Bid-Request Important for App Marketers?
In the context of programmatic advertising, a bid-request is a structured data package sent from a publisher's ad server or an SSP to multiple DSPs. It provides granular details about an available ad impression, such as the user's location, device type, operating system, app context, ad unit size, and sometimes anonymized user data, to enable DSPs to evaluate and place bids.
Where You Can Use Bid-Request
For app marketers, understanding bid-requests is fundamental to programmatic advertising success. It represents the opportunity to compete for a specific ad impression, directly influencing user acquisition and engagement. By configuring DSPs to intelligently respond to relevant bid-requests (e.g., targeting specific user demographics or app categories), marketers can ensure their ads reach the right audience at the right price, optimizing campaign performance and budget allocation.
What Are the Best Practices
- To optimize for bid-requests, app marketers should clearly define their target audience and campaign goals within their DSP. Utilize data-driven bidding strategies, such as target CPA or ROAS, to automate bidding based on performance. Leverage bid modifiers to adjust bids based on specific parameters like device type, location, or app category that align with high-value users. Continuously analyze bid-request data to identify patterns and refine targeting parameters for improved efficiency and better impression quality.