What is Bid Request?
A real-time message sent from a publisher's ad space to demand-side platforms, requesting bids to display an ad to a specific user.
A bid request in programmatic advertising is a real-time message sent from a publisher's ad space to demand-side platforms (DSPs), requesting bids to display an ad to a specific user. Bid requests facilitate the process of real-time bidding (RTB) for programmatic advertising, where ad space is auctioned off to the highest bidder.
Why It Matters
Bid requests enable real-time ad auctions, connecting publishers and advertisers instantly. They drive relevant ads by supplying data that helps deliver personalized, relevant ads to users. Competition from bid requests ensures publishers get the best price for their ad space.
How to Calculate
Bid requests are processed in milliseconds: 1) User opens app/webpage, publisher generates bid request 2) Request sent to ad exchange, shared with multiple DSPs 3) DSPs review data and place bids 4) Highest bid wins, ad shown instantly.
Industry Benchmarks
The entire bid request process happens in milliseconds, usually while the app is still loading. Successful bid requests should include rich, accurate data for better targeting and higher bids from advertisers.
Best Practices
For publishers: provide detailed, accurate user data; optimize ad formats and placements; send rich bid data to drive higher bids. For advertisers: define clear campaign goals; use automated bidding strategies; optimize creatives and landing pages; continuously analyze and adapt strategies.
Examples
When a user opens a gaming app, the publisher's SSP generates a bid request containing device info, location, ad slot details, and user IDs. Multiple DSPs evaluate this data and submit bids. The highest bidder wins and their ad appears as the app loads.
Notes
Bid requests contain sensitive data like device IDs (GAID, IDFA), location, and user behavior - privacy compliance is essential. The process requires technical setup and can be vulnerable to ad fraud. Different auction types include open bidding, header bidding, and RTB.