What occurs during a request for bid (RFB)?

During a request for bid (RFB), what happens is that an exchange sends a bid request to a demand-side platform (DSP). This is a fundamental step in the programmatic advertising process where the exchange sends information about an ad opportunity to the DSP. The bid request typically contains essential details, such as the ad format, user information, contextual data, and any other relevant parameters that help the DSP determine whether to place a bid and how much to bid for that particular inventory.

This process is crucial because it initiates the real-time bidding (RTB) mechanism that characterizes programmatic advertising. The DSP evaluates the details in the bid request against its own data and criteria to make informed bidding decisions on behalf of advertisers. Hence, the response to the RFB determines which ad will be displayed to the consumer based on various targeting metrics and the bid amount.

The other options pertain to related actions in the advertising ecosystem but do not accurately describe what occurs specifically during an RFB scenario. For example, a marketer submitting a campaign to an exchange involves a different interaction than the RFB itself, and similarly, a publisher deciding to increase ad rates or a DSP aggregating data pertains to earlier or later stages of the advertising process rather than the act of