{"id":14948,"date":"2022-08-19T18:47:00","date_gmt":"2022-08-19T13:17:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=14948"},"modified":"2022-10-12T17:58:58","modified_gmt":"2022-10-12T12:28:58","slug":"what-is-bidstream-data","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-bidstream-data\/","title":{"rendered":"What is Bidstream Data?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>In the last few months, ad tech has faced a lot of backlash regarding the methods used to collect user data for displaying&nbsp;ads. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Meanwhile, tracking prevention is ramping up, with <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/\" target=\"_blank\">Safari blocking third-party cookies<\/a> and <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-first-party-data-will-drive-user-engagement-and-revenue-in-a-post-cookie-world\/\" target=\"_blank\">Chrome announcing that it will follow suit in two years<\/a>. Publishers and advertisers are looking for better ways to collect and utilize user data for advertising without compromising privacy.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>With or without cookies, bidstream data can be useful tool for advertisers to keep targeting relevant audiences and for publishers to monetize their audience at a better price. To understand all this, let\u2019s start with the basics.<\/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-bidstream-data\/#What_is_Bidstream_Data\" >What is Bidstream Data?<\/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-bidstream-data\/#How_can_Bidstream_Data_be_Used\" >How can Bidstream Data be Used?<\/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-bidstream-data\/#Will_it_Work_Without_Third-party_Cookies\" >Will it Work Without Third-party Cookies?<\/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-bidstream-data\/#Is_Bidstream_Data_Compliant_with_Privacy_Standards\" >Is Bidstream Data Compliant with Privacy Standards?<\/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-bidstream-data\/#What_is_the_Future_of_Bidstream_Data\" >What is the Future of Bidstream Data?<\/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-bidstream-data\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-bidstream-data\"><span class=\"ez-toc-section\" id=\"What_is_Bidstream_Data\"><\/span>What is Bidstream Data?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>All the data passed with a <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\">bid request<\/a> is called bidstream data. It originates from the publisher&#8217;s website or app with basic details related to <a href=\"https:\/\/www.adpushup.com\/blog\/google-adsense-ad-unit-updates-and-their-impact-on-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad units<\/a> like URL, device type, IP address, and <a href=\"https:\/\/www.adpushup.com\/innovative-ad-formats\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad format<\/a>. None of the users\u2019 PII (Personally Identifiable Information) is exchanged using bidstream.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Even if the advertiser doesn\u2019t win the impression, the bidstream data will remain stored until deleted manually.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For targeting purpose, a publisher is likely to share the following data with advertisers in the form of bid request:<\/p>\n\n\n\n<ul><li>Location (IP address, ZIP code)<\/li><li>Device (type , model, screen size, CPU speed, OS, connection)<\/li><li>Ad related data (publisher\u2019s URL, ad unit size and format)<\/li><\/ul>\n\n\n\n<h2 id=\"h-how-can-bidstream-data-be-used\"><span class=\"ez-toc-section\" id=\"How_can_Bidstream_Data_be_Used\"><\/span>How can Bidstream Data be Used?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For advertisers, this is the easiest type of data to get from publishers. Consequently, buy-side uses this data to run personalized ads.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>In that way it gives us a good sense of how efficient we can be for bidding in areas where there\u2019s true scarcity.<\/p><cite> <a href=\"https:\/\/www.adexchanger.com\/online-advertising\/everything-you-need-to-know-about-the-bidstream\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Max Jaffe, GroupM\u2019s programmatic practice lead<\/a><\/cite><\/blockquote>\n\n\n\n<p>Using bidstream data, publishers are able to segment their audience for advertisers to analyze and better target them. Basically, the segmented and repackaged audience created by publishers is collected in the form of bidstream data on advertiser\u2019s end. With well-defined segmentation, publishers have a better chance of selling their inventory to the highest bidder in exchange for better CTR and conversion.<\/p>\n\n\n\n<h2 id=\"h-will-it-work-without-third-party-cookies\"><span class=\"ez-toc-section\" id=\"Will_it_Work_Without_Third-party_Cookies\"><\/span>Will it Work Without Third-party Cookies?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Yes, it will and can provide a possible solution to cookie blocking. Here is how.<\/p>\n\n\n\n<p>New technology uses bidstream data in a way that circumvents the need to sync cookies with DSPs. Companies like LiveRamp, Epsilon, and Experian have <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adexchanger.com\/data-exchanges\/can-liveramp-survive-the-cookie-apocalypse\/\" target=\"_blank\">deterministic IDs<\/a> that use bidstream data to minimize use of third-party cookies.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>On the other hand, publishers always have the right to use contextual targeting\u2014targeting ads based on content. If a publisher uses contextual targeting and sends it in form of bidstream data, there shouldn\u2019t be any concern related to cookies.<\/p>\n\n\n\n<h2 id=\"h-is-bidstream-data-compliant-with-privacy-standards\"><span class=\"ez-toc-section\" id=\"Is_Bidstream_Data_Compliant_with_Privacy_Standards\"><\/span><strong>Is Bidstream Data Compliant with Privacy Standards?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This is where bidstream data faces a slippery slope.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>As we have discussed before, bidstream data doesn\u2019t take users&#8217; PII values, saving it from scrutiny by most privacy laws (<a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/gdpr-compliance-checklist-the-non-legalese-edition-for-publishers\/\" target=\"_blank\">GDPR<\/a>, <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/a-ccpa-compliance-checklist-for-publishers\/\" target=\"_blank\">CCPA<\/a>, and more).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>However, publishers should have user\u2019s consent to show targeted ads. If this is not the case, then the publisher would be penalized. <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/eyeo.com\/acceptable-ads-10-things\/\" target=\"_blank\">71% US users<\/a> understand why publishers must show ads for monetization purposes. But how many of these users would give consent to actually see ads?<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Next, advertisers get access to bidstream data, even if they lose the impression. Then chances are they would try <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/digiday.com\/marketing\/what-is-device-fingerprinting\/\" target=\"_blank\">device fingerprinting<\/a> to identify devices and their users. Many browsers like Safari and FireFox are against this practice and believe it invades user\u2019s privacy.<\/p>\n\n\n\n<h2 id=\"h-what-is-the-future-of-bidstream-data\"><span class=\"ez-toc-section\" id=\"What_is_the_Future_of_Bidstream_Data\"><\/span>What is the Future of Bidstream Data?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>OpenRTB 3.0, released in November 2018, is a <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/openrtb-3-0-a-simpler-guide-to-openrtb-technology\/\" target=\"_blank\">new framework for real-time auctions<\/a>. And it offers some much needed upgrades to bidstream data.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>The OpenRTB 3.0 bidstream also includes an open field for identity signals, which is used mainly for cookies and cookie-based IDs, but is designed to be flexible if new ID products gain adoption.<\/p><p><\/p><cite> Richter, one of the leaders of the IAB\u2019s OpenRTB working group <\/cite><\/blockquote>\n\n\n\n<p>This could mean that bidstream data can still stand its ground in a world without third-party cookies.<\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<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-1665574981563\"><strong class=\"schema-faq-question\">1. What is the bid stream programmatic?<\/strong> <p class=\"schema-faq-answer\">In a programmatic advertising ecosystem, bids are made in real time by ad buyers using information provided by the RTB (Real Time Bidding) model.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665575426569\"><strong class=\"schema-faq-question\">2. How does bidstream work?<\/strong> <p class=\"schema-faq-answer\">Bidstream data provides advertisers with insight into the most promising bidding areas by identifying site visitors based on their location. Following the identification of potential prospects, advertisers can focus more closely on who to target, and how.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1665575702900\"><strong class=\"schema-faq-question\">3. Why is Bidstream Data So Valuable?<\/strong> <p class=\"schema-faq-answer\">Data from bidstreams can be useful for all parties involved in programmatic advertising or buying and selling ads. It helps bring together the sell-side and the buy-side in digital heaven. Using bidstream, publishers and advertisers can share all necessary and additional information, so everyone can win.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>In the last few months, ad tech has faced a lot of backlash regarding the methods used to collect user data for displaying&nbsp;ads. Meanwhile, tracking prevention is ramping up, with Safari blocking third-party cookies and Chrome announcing that it will follow suit in two years. Publishers and advertisers are looking for better ways to collect<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":14949,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","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":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6446,6445],"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>What is Bidstream Data? - Adpushup<\/title>\n<meta name=\"description\" content=\"Bidstream data takes users data from publisher&#039;s website to advertisers with each bid request. This bid-level data transfer can work without cookie syncing.\" \/>\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-bidstream-data\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is Bidstream Data? - Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Bidstream data takes users data from publisher&#039;s website to advertisers with each bid request. 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