What does a request for bid (RFB) indicate in programmatic advertising?

In programmatic advertising, a request for bid (RFB) serves as an indication from a demand-side platform (DSP) about its desire to participate in an auction for ad inventory. This request is crucial as it signals the DSP's intention to bid on impressions that are available in real-time, ensuring that it enters the auction process for the specific ad placements. The RFB includes information such as targeting criteria and bid parameters that the DSP is willing to propose, effectively starting the bidding process.

Participation in the auction is fundamental to the mechanics of programmatic advertising, where multiple advertisers compete for ad space in real-time. The ability of a DSP to submit an RFB can ultimately lead to successful ad placements if it can outbid competitors, making it a key step in leveraging programmatic buying strategies.