{"id":10903,"date":"2024-05-01T16:06:00","date_gmt":"2024-05-01T10:36:00","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=10903"},"modified":"2025-07-16T17:21:31","modified_gmt":"2025-07-16T11:51:31","slug":"what-is-bid-request","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/","title":{"rendered":"What is a Bid Request &#038; How it Facilitates Programmatic Advertising","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\">This article is your guide to understanding <strong>bid requests<\/strong>. We&#8217;ll explore what they are, how they function in your operations, and the valuable insights they offer. Let&#8217;s delve into it!<\/p>\n\n\n\n<p>Ever wondered how the whole bidding process kicks off? How do advertisers quickly spot new inventory? Or how do they figure out which ads to show? Well, it all starts with something called a bid request.<\/p>\n\n\n\n<p>Not only do the bid requests help establish the connection between publishers and advertisers, but also enable relevant or contextual advertising.<\/p>\n\n\n\n<p>Let&#8217;s explore how this behind-the-scenes player holds the key to these questions and more.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#What_is_A_Bid_Request\" >What is A Bid Request?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#How_Bid_Request_Works\" >How Bid Request Works?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#Why_Should_Publishers_Care_Bid_Request_Proces\" >Why Should Publishers Care Bid Request Proces?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#Will_Bid_Requests_Interfere_With_Users_Privacy\" >Will Bid Requests Interfere With User\u2019s Privacy?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#Pros_and_Cons_of_Bid_Requests_for_Ad_Placement\" >Pros and Cons of Bid Requests for Ad Placement<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#How_to_Deal_With_Common_Challenges_in_Mastering_Bid_Requests\" >How to Deal With Common Challenges in Mastering Bid Requests?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-a-bid-request\"><span class=\"ez-toc-section\" id=\"What_is_A_Bid_Request\"><\/span>What is A Bid Request?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A bid request comprises certain lines of code containing the details required to sell inventory and display ads. <\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bidstream-data\/\" target=\"_blank\">It\u2019s a set of information<\/a> sent by <a href=\"https:\/\/www.adpushup.com\/blog\/top-ad-exchanges-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad exchanges<\/a> to the advertisers containing inventory details about the platform, number of impressions, and keys to user-data (IP, pixels, tags, cookies). Using this bid request, the advertisers place their bid for the inventory and then finally place their ad. <\/p>\n\n\n\n<p>The process starts as soon as a visitor reaches on the website. A bid request is then generated informing about inventory available for impressions. As we know every user is unique and so does every bid request. Because bid request highly depends on the user\u2019s demographics (geographic location, age, gender, visited websites, etc.).<\/p>\n\n\n\n<p>Bid requests are used for real-time bidding, <a href=\"https:\/\/www.adpushup.com\/blog\/google-exchange-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">exchange bidding<\/a>, and <a data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding<\/a>. To further understand bid request, you\u2019d need to know about the bidding process first.<\/p>\n\n\n\n<h2 id=\"h-how-bid-request-works\"><span class=\"ez-toc-section\" id=\"How_Bid_Request_Works\"><\/span>How Bid Request Works?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Before we get to bid request, it&#8217;s first essential to understand the role of real time bidding in the bid requests. <\/p>\n\n\n\n<h3>What is Real-Time Bidding?<\/h3>\n\n\n\n<p>As the name suggests, <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-time bidding works<\/a> in real-time. Likewise, inventories are sold in real-time and hence advertisements are displayed in real-time. Here\u2019s the actual process:<\/p>\n\n\n\n<p>It starts with a visitor launching a web page which is showing real-time ads. That\u2019s when a bid request is created from where the supply side picks the bid request. A <a href=\"https:\/\/www.adpushup.com\/blog\/supply-side-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">supply-side platform<\/a> receives many bid requests every second and uses <a href=\"https:\/\/www.adpushup.com\/blog\/yield-management-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">yield management platforms<\/a> to manage them. These bid requests are coupled based on inventory type and environment.<\/p>\n\n\n\n<h3>How Does Bid Request work?<\/h3>\n\n\n\n<p>Now, the bid request is sent to advertisers based on the user\u2019s demographics. For example, advertisers interested in showing their ads to a 20-30 aged female living in Portland who is also interested in physics will receive the bid request. This may sound very specific, but there are tons of advertisers who design their ad campaigns for such users to see their ads.<\/p>\n\n\n\n<p>Once the bid request is received, the advertisers place their bids and send a bid response with their amount. The highest bidder gets to display the ad. And this entire process takes less than a second.<\/p>\n\n\n\n<p>However, if the user refreshes the same webpage, a new bid request will be generated and the process will start all over again.<\/p>\n\n\n\n<h2 id=\"h-why-should-publishers-care-bid-request-proces\"><span class=\"ez-toc-section\" id=\"Why_Should_Publishers_Care_Bid_Request_Proces\"><\/span>Why Should Publishers Care Bid Request Proces?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><em>Because the bidding world is not protected against fraud<\/em>, knowing the process and understanding how bids are created and responded can help publishers have an entire view of the process.<\/p>\n\n\n\n<p>A report by <a href=\"https:\/\/adexchanger.com\/privacy\/polish-privacy-group-celebrates-data-protection-day-with-a-nastygram-for-rtb\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdExchanger<\/a> stated, that there have been numerous frauds where users\u2019 personal information is sold to an organization without the users\u2019 consent and publishers\u2019 knowledge. <\/p>\n\n\n\n<p>But how do they get a hold of user data in the first place? The Answer is bid request. A bid request contains information related to inventory as well as the users&#8217; demographics. Using this, anyone involved in the bidding chain can get access to details such as IP address, age, gender, and even browsing history. <\/p>\n\n\n\n<p>Many debates are conducted discussing whether using visitors\u2019 demographics to show them personalized ads is a good practice or not. Yes, it indeed helps with better revenue generation for publishers. At the cost of security doesn\u2019t sound really good, though.<\/p>\n\n\n\n<h3 id=\"h-what-kind-of-information-does-a-bid-request-have\">What Kind of Information Does A Bid Request Have?<\/h3>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\">A bid request contains inventory details and user information in the form of codes. But nothing is encrypted. Here\u2019s some basic info a bid request contains:<\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1665657057529\"><strong class=\"schema-how-to-step-name\"><strong>Bid ID:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">A unique ID is given to each request to identify a particular bid request.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657127835\"><strong class=\"schema-how-to-step-name\">Impression:<\/strong> <p class=\"schema-how-to-step-text\">Minimum number of impressions offered by available inventory for banner or video.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657149564\"><strong class=\"schema-how-to-step-name\"><strong>Device:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">All the information related to a device such as ISP (Internet Service Provider), type (PC, Mac, tablet, or smartphone), model, OS, and more.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657167683\"><strong class=\"schema-how-to-step-name\"><strong>Website:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Whether the available inventory is for a webpage. If yes, then website ID, content type, domain name, and publisher\u2019s ID of the site are added.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657183483\"><strong class=\"schema-how-to-step-name\"><strong>Application:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Whether the available inventory is for an application. If yes, then application ID, content type, domain name, and publisher\u2019s ID of the application are added.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657200964\"><strong class=\"schema-how-to-step-name\"><strong>User:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Demographics of users such as age, gender, likings, and website history to personalize the ads.<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1665657220672\"><strong class=\"schema-how-to-step-name\"><strong>Extension:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Any additional information related to inventory that can be important for a DSP or an advertiser.<br\/><br\/><strong>Note:<\/strong> The above-listed information may vary. Sometimes users install software to block sharing of personal information; restricting advertisers from displaying personalized ads.<\/p> <\/li><\/ol><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Will_Bid_Requests_Interfere_With_Users_Privacy\"><\/span><strong>Will Bid Requests Interfere With User\u2019s Privacy?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As mentioned earlier, bid requests contain relevant information for publishers to set a target audience. However, some web browsers and applications have a built-in feature to make this information inaccessible.<\/p>\n\n\n\n<p>Since user information might be limited in some bid requests, publishers may need to work with a wider range of data points. This can make it more challenging to ensure each ad perfectly matches a user&#8217;s profile.<\/p>\n\n\n\n<p>Without receiving the user\u2019s information, bid requests would have no use. Nevertheless, there\u2019s a fine line established when curating the information so that both parties can get the benefit in a fair and streamlined manner.<\/p>\n\n\n\n<p>Being a publisher, your part of the responsibility would be to make sure that the data included in bid requests is not shared with any unidentified vendors to avoid ad fraud.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Pros_and_Cons_of_Bid_Requests_for_Ad_Placement\"><\/span><strong>Pros and Cons of Bid Requests for Ad Placement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Learning a bit about the pros and cons of bid requests helps you withstand the ever-evolving landscape of ad publishing. That said, let\u2019s begin with a few pros.<\/p>\n\n\n\n<h3><strong>Pros<\/strong><\/h3>\n\n\n\n<p>The pros of bid requests are:<\/p>\n\n\n\n<h4><strong>1. Revenue Boost<\/strong><\/h4>\n\n\n\n<p>With bid requests, publishers allow advertisers to bid on their ad inventory, ensuring competitive pricing. It eventually boosts the revenue.&nbsp;<\/p>\n\n\n\n<h4><strong>2. Targeted Advertisements<\/strong><\/h4>\n\n\n\n<p>Bid requests work as a helping hand to publishers when they need to provide relevant and engaging ads to their audience. Whether it\u2019s about the precise information on the ad or the demographics of the audience, bid requests have it all.<\/p>\n\n\n\n<h4><strong>3. Performance Insights<\/strong><\/h4>\n\n\n\n<p>For a publisher, curating valuable data on ad performance is essential to optimize ad placements well. Bid requests not only provide all the required data but also allow them to analyze metrics such as click-through rates.<\/p>\n\n\n\n<h3><strong>Cons<\/strong><\/h3>\n\n\n\n<p>There are a few cons as well; let\u2019s take a look.<\/p>\n\n\n\n<h4><strong>1. Ad Fraud Risks<\/strong><\/h4>\n\n\n\n<p>Publishers always have to deal with ad fraud through bid requests. Most advertisers use not-so-legit strategies like click fraud or impression fraud to exploit the ad industry.<\/p>\n\n\n\n<h4><strong>2. Complexity of the Process<\/strong><\/h4>\n\n\n\n<p>All publishers are not that tech-savvy and may face a few technical issues when working with bid requests. In such cases,&nbsp; additional resources and gaining expertise can help.<\/p>\n\n\n\n<h3 id=\"h-conclusion\">Conclusion<\/h3>\n\n\n\n<p>The bid request is an essential part of the advertisement environment. The exchange of information between publisher and advertiser is possible because of bid requests. The <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic dealing<\/a> has many moving parts and bid requests keep this process moving.<\/p>\n\n\n\n<p>Also, technology can\u2019t be perfect, so neither can bid requests. It has some flaws leading to some major <a href=\"https:\/\/www.adpushup.com\/blog\/ad-fraud-in-2018-expert-tips-for-the-straight-shooting-publisher\/\">ad frauds<\/a>. However, efforts like <a href=\"https:\/\/www.adpushup.com\/blog\/implement-ads-txt\/\">ads.txt<\/a> and <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ads-cert\/\">ads.cert<\/a> by IAB can help in reducing some of the frauds.<\/p>\n\n\n\n<p>It\u2019ll take some time for ad industry to make the dealing completely secure. Until then, let\u2019s focus on the good things and try to apply best practices in our system.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_to_Deal_With_Common_Challenges_in_Mastering_Bid_Requests\"><\/span><strong>How to Deal With Common Challenges in Mastering Bid Requests?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mastering bid requests is not a cakewalk for sure, it has some pitfalls that a publisher must take care of. So, some of the common challenges you may face when becoming proficient in bid requests.<\/p>\n\n\n\n<h3><strong>Bid Request Rejection<\/strong><\/h3>\n\n\n\n<p>One of the most common challenges to overcome is avoiding bid request rejection. Most of the time, bid requests are rejected due to incomplete or wrong information, disapproval of the user, and failure to adhere to industry standards.<\/p>\n\n\n\n<p>So, to avoid rejection, ensure that the issues as mentioned above are resolved first.<\/p>\n\n\n\n<h3><strong>Low-Quality Bid Requests<\/strong><\/h3>\n\n\n\n<p>Some bid requests lack the quality required for ad optimization; hence, it results in poor experience for users and lower bid rates for publishers. So, to ensure you\u2019re sending better-quality bid requests, confirm that the data is accurate, latest, and adheres to the industry guidelines.&nbsp;<\/p>\n\n\n\n<p>This will also help in <a href=\"https:\/\/www.adpushup.com\/blog\/increasing-ad-revenue-through-user-experience-optimization\/\">increasing ad revenue through user experience optimization<\/a>.<\/p>\n\n\n\n<h3><strong>Ever Evolving Industry<\/strong><\/h3>\n\n\n\n<p>To draft the perfect bid request strategy that provides as-expected results, you must keep an eye on the latest industry updates. If you\u2019re familiar with the <a href=\"https:\/\/www.adpushup.com\/blog\/the-history-of-online-advertising\/\">history of online advertising<\/a>, there\u2019s no denying that it is ever-evolving. So, staying updated with the latest trends and newly introduced technologies will make your bid request strategy better.<\/p>\n\n\n\n<p>Moreover, staying updated will also prevent ad fraud and unauthorized sales.&nbsp;<\/p>\n\n\n\n<h2 class=\"has-text-align-center\" id=\"h-frequently-asked-questions\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1665657384794\"><strong class=\"schema-faq-question\">1. What does a bid request contain?<\/strong> <p class=\"schema-faq-answer\">A bid request contains the details required to sell inventory and display ads. This information contains inventory details, impressions, and keys to user data (IP, pixels, tags, cookies) sent by ad exchanges to advertisers.<br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665657472387\"><strong class=\"schema-faq-question\">2. How do you make a bid request?<\/strong> <p class=\"schema-faq-answer\">To write a bid proposal:-<br\/>I. Understand the project in depth.<br\/>II. Conduct a client research.<br\/>III. Competitor evaluation.<br\/>IV. Offer an additional service or good.<br\/>V. Provide relevant information.<br\/>VI. Proposal proofreading<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665657531273\"><strong class=\"schema-faq-question\">3. What is the purpose of a bid?<\/strong> <p class=\"schema-faq-answer\">Bidding allows individuals to purchase goods and services through auctions. The process involves two or more entities competing for an asset by increasing their bids.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>This article is your guide to understanding bid requests. We&#8217;ll explore what they are, how they function in your operations, and the valuable insights they offer. Let&#8217;s delve into it! Ever wondered how the whole bidding process kicks off? How do advertisers quickly spot new inventory? Or how do they figure out which ads to<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":60,"featured_media":31038,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2019-01-31T10:37:39Z","apple_news_api_id":"ca41813c-5854-4649-b720-b5b4dcfa41d1","apple_news_api_modified_at":"2019-02-01T12:51:08Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/AykGBPFhURkm3ILW03PpB0Q","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6440],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Power of Bid Requests: What Publishers Must Know<\/title>\n<meta name=\"description\" content=\"Discover the secrets to maximizing revenue potential through strategic bid requests. Explore insights and tactics for profitable partnerships\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"The Power of Bid Requests: What Publishers Must Know\" \/>\n<meta name=\"twitter:description\" content=\"Discover the secrets to maximizing revenue potential through strategic bid requests. 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