The application programming interface allows digital advertising agencies, ad networks and other arbitrageurs to purchase media via real-time impression-based bidding on the ADSDAQ Exchange
ContextWeb, Inc., operator of the ADSDAQ Ad Exchange, has released real-time impression-based bidding, the first among major ad exchanges. The API (application programming interface) allows digital advertising agencies, ad networks and other arbitrageurs to purchase media via real-time impression-based bidding on the ADSDAQ Exchange. ‘Digital agencies, ad networks and other arbitrageurs have asked ContextWeb for real-time impression-based bidding,’ says Anand Subramanian, CEO of ContextWeb, Inc. ‘With ADSDAQ’s Real Time API buyers can marry their own proprietary client data with impression attributes available from the exchange to make the appropriate bid at the page level.
All of the leading ad holding companies including WPP, Omnicom, Publicis, Interpublic and others have developed ‘demand generation platforms’ in order to connect with various sources of digital ad inventory. The new platforms are designed to conduct real-time valuation of impressions; layer proprietary data held by the agency or marketer and dynamically allocate impression level media to specific clients and creative units. With ADSDAQ’s Real Time API, the ADSDAQ Exchange will offer pre-filtered ad impressions to the buyer with HTTP parameters and a referrer URL or Publisher ID, the User’s IP address, anonymized cookie ID of the user and any ad unit restrictions (restricted advertisers, creative types, product verticals). The buyer will then analyze the impression in real-time, layer any additional proprietary targeting data and submit a bid. ContextWeb will compare all bids in the system and the bid winner will receive the impression. If a bidder is not awarded the impression, they will receive a reason code for the loss including bid (too low), blocked (advertiser is blocked by the publisher) or ad performance (ad performance is too low for the bid price).
Impressions will contain a variety of attributes including ‘basic information’ such as pricing models available (CPM, CPC, CPA); ‘user information’ such as IP address of the user, user agent (browser and OS); and ‘publisher information’ such as ContextWeb contextual category ID for the publisher page, publisher referring URL or Publisher ID; page language; placement information such as size: width x height; placement location in x/y coordinates; creative restrictions: expandable ads (yes/no), top 5 keywords matched to account settings; and finally iframe (true/false).
The ADSDAQ Exchange ranks among the top 20 ad-supported properties, according to comScore Media Metrix, and reaches +119 million monthly unique visitors (March 2009). The exchange includes more than 400 advertisers, including all of the top 10 marketing organizations, and more than 9,000 publishers. In 2008, Deloitte’s New York Region Technology Fast 50 recognized ContextWeb as the 16th fastest growing company in the New York area.