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.
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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