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What is actually hiding in a bid request?

Part 0 of 9: Programmatic auctions from a bird's-eye view

In programmatic advertising, the bid request is often treated as a technical detail – a JSON payload that only developers and SSPs need to care about.That is a mistake.A bid request is not ...

Part 1 of 9: The auction & the control layer

In the bird's-eye view article [link to part 0] we established that the bid request is the commercial definition of an ad opportunity. Now we dive into how that opportunity is actually sold. Ho...

Part 2 of 9: The impression (what is for sale?)

In the previous article we walked through the control layer – how the auction is configured and executed. This time we take a closer look at the actual product being sold: the impression.An impression is not ju...

Part 3 of 9: Bidder configuration & commercial context

If the impression defines what is being sold, then the bidder configuration defines who can buy it, on what terms and in what context. This layer sits beneath the surface of the auction – it...

Part 4 of 9: Identity & user signals

User identity is usually treated as a switch that is either on or off. Either we know who the person is, or we do not – addressable or worthless.That is the wrong men...