Process of Real-Time Bidding

About real-time bidding

  • All media transactions in the Video SSP Marketplace and other programmatic exchanges available through the Video SSP platform take place via real-time auctions between a buyer and a seller.
  • The objective of real-time bidding (RTB) is to provide multiple ad buyers with the opportunity to bid on a single ad impression and to have the winner and the price for the impression be chosen by a simple and transparent mechanism.
  • Video SSP enables buyers to create bids directly within the Video SSP platform and supports 3rd party external buyer to access Video SSP Marketplace and others through real-time bidding (RTB) integrations.
  • While most Video SSP buyers choose to access the Video SSP platform through our user interface, creating digital ad campaigns that bid in marketplaces from inside the Video SSP system; some DSPs or ad networks may prefer to create digital ad campaigns in a 3rd party buying system, and choose to access Video SSP marketplaces from outside the Video SSP system, using an API protocol.
  • Through a standard, seamless integration with Video SSP, a DSP can empower agencies using their external platform to make custom RTB purchases in Video SSP marketplaces.

 

Process of real-time bidding in Video SSP

Stage

Description

Pre-targeting

When Video SSP has an opportunity to show an ad to a user, the user’s browser sends an ad request to the Video SSP server containing the impression context.

Video SSP evaluates the pre-targeting expression specified for each RTB buyer and selects those whose pre-targeting expression matches the impression context.

Bid Request

The Video SSP server sends the buyer’s server a request, once an RTB buyer has passed pre-targeting. The request contains information about the context and user of the impression.

Based on these data the buyer can choose whether and how much to bid (the Bid Request).

Note: Once the information about a particular impression / opportunity is passed to a buyer using the RTB interface, the buyer has 150 milliseconds to respond before the window for bidding on the impression is closed. We limit the length of the auction window for RTB buyers to ensure that it does not slow down the load time for the video ad which is eventually selected.

Bid Response

The buyer responds to the Video SSP server with their bid and ad within a specified time limit in order to have a chance to win that impression (the Bid Response).

If no RTB buyer bids on a given impression, the impression can still be bid on by other buyers in the Video SSP platform.

Clearing

Video SSP takes the bid responses of all buyers that were received within the time limit and chooses a Winning Bid and a Market Price for the impression.

Ad Display

Video SSP then displays the ad from the winning bidder in the user’s browser.

Event Tracking

Video SSP sends event tracking requests to the winning bidder, which may be configured to contain the Market Price.

Note: Video SSP will never share a marketplace connection’s reservation price with buyers.

 

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