As Early as a Survey Report by Econsultancy on Advertisers Around the

This issue deconstructs the RTB bidding process for you. 1. Bidding Process The user opens the mobile phone and opens an application (such as Weibo), taking the 640*160 banner advertising space at the bottom of the text page of the Weibo post as an example. When the user enters the body of the blog post, an advertisement is presented to the user at the 640*160 advertisement position below. The whole process occurs in milliseconds, and the following process is experienced during the process: Example of advertising space Process 1: User A accesses the text of a Weibo post on a mobile phone Process 2: Weibo submits an advertisement request to ADX/SSP Ad request: creative material [material that meets the requirements of the ad slot], user A's user ID Process 3: ADX/SSP queries and returns the information of user A according to the user ID in Bulk SMS Service the bidding request, and then initiates a bidding invitation to each DSP User A information: user id and other information such as age/gender Querying and returning user information is generally carried out in its own DMP or a third-party DMP, which is used to locate and understand the user information in the bidding request. Process 4: The DSP side queries and returns the information of user A according to the user ID in the bidding request, and then matches it with the placement orientation to decide whether to participate in the bidding and the bidding method If user A's information does not meet the delivery targeting requirements, the DSP will not participate in the auction. If user A's information meets the delivery targeting requirements, the DSP will bid according to the set bidding method. Process 5: ADX/SSP conducts bidding after receiving bid responses from all DSPs. After the auction, ADX/SSP needs to send a bidding message (whether it is successful) to each DSP, and return the advertising information (CPM price/creative material/other information) of the winning DSP to the supplier (Weibo) Generally, the generalized second highest price is used for bidding: that is, the highest bidder wins, the second highest price is settled, that is, the DSP with the highest bid wins the exhibition, and the second highest bid price (usually 1 cent more than the second highest price) is used for ADX /SSP settlement Process 6: User A sees the advertisement, and the current bidding process ends *In the process of this article, the functions of query, return and delivery of bidding/advertising information have various independent service parts in DSP, ADX/SSP, such as bidding monitoring, bidding engine, bidding service, etc. This process is for reference only. Short version: Bidding flowchart