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Ad Exchange initiates an open auction by sending you a request/callout with information for an available impression. What triggers Ad Exchange to do this?

Question: Ad Exchange initiates an open auction by sending you a request/callout with information for an available impression. What triggers Ad Exchange to do this?

  • When a user requests a web page, the empty ad slots (or ad tags) in the user’s browser send a request for ad content to the publisher’s sell-side platform (SSP), which pings Ad Exchange to initiate an auction.
  • Ad Exchange initiates an auction as soon as the buyer or the media agency inputs their creatives into their bidder’s interface, targeting desired inventory.
  • Your bidding technology pings Ad Exchange with bidding information. Should there be any impressions available, Ad Exchange will initiate an auction.
  • When a publisher makes impressions available, their sell-side platform pings Ad Exchange to request ad content. Once Ad Exchange has available bids, it initiates the auction.

Answer: When a user requests a web page, the empty ad slots (or ad tags) in the user’s browser send a request for ad content to the publisher’s sell-side platform (SSP), which pings Ad Exchange to initiate an auction.

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