A passback is a situation that occurs when an ad exchange or ad network cannot secure a bid from an advertiser that aligns with a publisher’s CPM floor price or when there are no bids in response to a bid request. In these instances, the ad exchange or ad network passes back the bid request to the publisher, enabling the redirection of the request to another advertising demand source in the search for a qualifying bid.

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Page Revenue Per Mille (RPM)


Performance Marketing


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