Wednesday, June 18, 2014

Ad Serving Options

Ad Serving Options 

There are two methods by which the winning bidder can return ad markup to the exchange. In either case, the ad markup is either XHTML if the bidder is responding with a banner or VAST XML if responding with a VAST video.

1 Ad Served on the Win Notice
In this method, ad markup is returned to the exchange is via the win notice. In this case, the
response body of the win notice call (e.g., invoking the “nurl” attribute) contains the ad markup
and only the ad markup; there must be no other structured data in the response body. Using
this method, the “adm” attribute in the “bid” object must be omitted.

2 Ad Served in the Bid
In this method, ad markup is returned directly in the bid itself. This is accomplished via the
“adm” attribute in the “bid” object. If both the “adm” attribute and win notice return data, the
“adm” contents will take precedence.

3 Comparison of Ad Serving Approaches
Each of the ad serving methods has its own advantages that may be of varying importance to
either the exchange or the bidder.

            3.1 Ad Served in the Bid
                   1   Potential Concurrency: The exchange can choose to return that ad markup and
                        call the win notice concurrently, thereby improving user experience.

                   2  Reduced Risk of Forfeiture: A forfeit is the scenario in which a bidder wins, but
                       forfeits due to technical failure serving the ad. This can occur when serving on
                       the win notice (e.g., win notice call failure), but is mitigated by including the ad
                       in the bid.
            3.2 Ad Served on the Win Notice

1 Reduced Bandwidth Costs: Serving ad markup only upon winning can save large
                    amounts of bandwidth usage, the costs for which can mount up over high volumes.

2 Additional Bidder Flexibility: Bidders may typically know the ad they will serve
                           at the time of bid, but this provides an additional optional decision point after
                           the settlement price has been established.

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