• April 29, 2009

ContextWeb, operator of the ADSDAQ Ad Exchange, has released real-time impression-based bidding.

The API (application programming interface) allows digital ad agencies, ad networks and other arbitrageurs to purchase media via real-time impression-based bidding on the ADSDAQ Exchange.

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).--Tanya Irwin