A bid request refers to a code snippet that becomes active upon the arrival of visitors to a web page with advertising spaces. Its core purpose is to gather valuable user information. This data empowers demand partners to deliver highly pertinent and customized advertisements to the user, making it a pivotal phase within programmatic advertising.

Usually, a bid request encompasses various details and data elements that provide insights into the advertising prospect, the user, and the surrounding environment for ad presentation. This information facilitates decision-making for demand-side platforms (DSPs) and ad networks regarding ad impressions and the appropriate bidding amount.

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