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Real Time Bidding (advertising): How does publisher send ad request to private ad exchange?

  • Does it send through rtb bid request or custom parameters

  • Answer:

    Its done by both (RTB Request + Custom Parameters) Infact any RTB Request for Ad consists of various parameters about the site details like referer, Domain, Geo, Browser, OS, Ask price etc, And later it invites bids from various advertisers to whom ever connected with them, Later who ever wins then that ad will be rendered to the publisher site.. Thanks, Reddy Prasad.

Reddy Prasad at Quora Visit the source

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There are several steps that take place behind the scenes, but from a publisher perspective it looks like this for desktop & mobile web traffic : 1. publisher website has ad exchange tags deployed on its pages 2. when page loads, publisher tags call the private exchange 3. the impression enters the exchange auction process - if it's a private exchange there may be a deal id associated with corresponding demand line item(s) which allows preferential allocation 4. auction closes and "winning" demand source (or private deal) provides adtag for the ad just bought 5. adtag is rendered on-site and ad displayed For mobile in-app, the process is similar except the first step is replaced with a SDK (IOS or Android, typically) that is bound to a view component within the app and triggers an ad call from that (eg an interstitial or regular placement banner).

Neil McClements

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