What is Bidstream Data?
Bidstream Data Defined
Bidstream data is information that a publisher shares with advertisers to help them decide whether to bid on a specific ad opportunity. It’s a piece of code with encrypted details about the “offer” that goes with the bid request from a supply-side platform or ad server to ad exchanges and then to demand-side platforms.
How Bidstream Data is Collected
The Collection Process
Bidstream data is gathered through real-time bidding (RTB) auctions. When someone visits a website or app, an ad impression becomes available1. Advertisers then bid on these impressions in real-time through ad exchanges. The data that is generated during this auction process, containing information about the user, the ad space, and the bid itself, is the bidstream.
Key Components of Bidstream Data
Details Included in Bidstream Data
Bidstream data includes details such as the website domain, the specific page where the ad will show, and the ad unit’s format and size. It also provides the user’s IP address, location data, device type, screen size, and resolution. Additionally, it contains the unique ID of the bid request, website information, and ad-specific data like the ad’s destination, the name and version of the ad mediation partner, and the bid floor.
What Bidstream Data Does Not Include
Privacy Compliance
Bidstream data does not include personally identifiable information (PII). Because it doesn’t use PII, it’s considered privacy-compliant.
The Role of Stakeholders
Parties Interested in Bidstream Data
Various stakeholders are interested in bidstream data. These include supply-side platforms (SSPs), demand-side platforms (DSPs), ad exchanges, and ad networks.
How Bidstream Data Works
The Process Explained
When a user visits a webpage, the website gathers the user’s IP address and other data. It then adds information about available ad units and stores it in a database for targeting and refining ads. When an ad call occurs, the bidstream data goes to the SSPs, which sends a bid request to an ad exchange. There, it is matched in real-time with bids from the DSP. The bid that best matches the request wins the ad spot, and this information is sent back to the SSP, allowing the ad to be served. This whole process happens in milliseconds.
Bidstream Data as Intent Data
Understanding User Intent
Bidstream data is a form of purchase intent data, giving information about user behavior, preferences, and interests based on their online activities. Advertisers use this data to understand user intent and deliver more relevant ads, improving campaign effectiveness.
Publisher’s Use of Bidstream Data
Strategic Advantage for Publishers
Bidstream data helps publishers optimize inventory pricing, improve demand quality, and make informed decisions. It offers insights into user behavior, inventory performance, and market trends. By strategically using bidstream data, publishers can gain a significant advantage.
The Significance of Headings in SEO
Optimizing Content Structure
Using tags like H1, H2, and H3 correctly can improve the structure, relevance, and readability of content. Headings play a crucial role in organizing web content and in search engine optimization6. Creating well-structured pages with headings and subheadings facilitates reading.
Practical Tips for Managing Headings
Structuring Your Content
Identify the main topic with the H1 tag, divide the content into main sections with H2 tags, and delve deeper into the sections with H3 tags46. Use H4, H5, and H6 tags for further subdivisions. Insert keywords in headings. Ensure that the content under each title aligns with the main heading, incorporating keywords naturally and avoiding overuse.