A bid response is a reply provided by an advertiser or their demand-side platform (DSP) in response to a bid request for an ad impression. Multiple advertisers or DSPs can submit bids when an ad exchange or supply-side platform (SSP) sends an auction request for an available ad impression.
A bid response typically includes the bid price, ad creative details, targeting criteria, and any additional data or parameters required by the auction. Advertisers or DSPs send the bid response within a specified time frame, typically within milliseconds, to ensure real-time bidding.
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