Ad impression cycle
The ad impression cycle is an automated process of downloading a banner each time an HTML page is displayed on an endpoint device.
- At the start, an endpoint device (computer, laptop, or smartphone) sends a request to the site. The site returns an HTML page with special JavaScript code. On the endpoint device, the code gets control and downloads an HTML block from the RTB host with links to advertising materials.
- After receiving a request to display an ad, the RTB host starts an auction.
- If the decision is negative, the DSP responds to the RTB host's offer with
HTTP 204
orHTTP 200
without the response body. - If the decision is positive, the DSP selects ads and bids. Then the DSP response is formed and sent to the RTB host.Note. The DSP must send the response to the IP address that the request came from.
- After getting responses, the DSP begins comparing bids.
- RTB host selects the highest bid from the bids made by auction participants.
- After the amount is deducted, user impressions of the ad begin.
Notes
The exact value of the timeout allows time for packets to get to a particular DSP and back to the RTB host.