Bidstream Data and its Relevance
The ‘Bidstream data’ is something we should know about since we live in a data-driven world where ads are auctioned in real-time within fractions of a second. Bidstream data is essential to the programmatic advertising system, where advertisers and publishers connect and transact through fully-integrated ad exchanges.
Bidstream data is the valuable information the publisher sends, such as the ad unit, publisher information, the type of device customers interacts with, IP address, and ad formats. Depending on the advertisers’ preferences, the ad format can be video, image, third-party tags, and GIFs (Graphic Interchange Format). It may also contain valuable information that attracts buyers, such as location or audience demographic data. The most important and helpful among the bidstream data is the GPS (global positioning system) or location information. Publishers and app developers separately sell these most beneficial data to location data specialists to enable focused customer targeting and accurate attribution. The investment outlay by marketers for mobile location-based targeting is expected to reach $32.7 Billion by 2023 and will rise continuously thereafter.
Bidstream data plays a crucial role in programmatic advertising and ad exchanges which serves as a dedicated marketplace for publishers to sell their ad inventory to advertisers. To get access to the ad exchanges and successfully transact in them, advertisers use the Demand-side platform, and publishers use the supply-side platform. The ad exchanges will act as intermediaries collecting data from supply-side platforms on behalf of publishers and passing it along to advertisers via demand-side platforms. Advertisers receive this valuable information as a stream, which is why it is called bidstream data. With real-time bidding, these activities can all be accomplished efficiently, as the AdSpace value is determined and regulated in real time. This bidstream data or bid request is transferred to the advertisers, who can decide whether to bid for that particular bid through real-time bidding. Bidstream can be regarded as the lifeline of online businesses and can be transferred quickly just before the user accesses the webpage. Besides GPS or location info, bidstream data includes rich zero, first, and second-party data.
In some instances, the bid stream data also incorporate third-party cookie information and other valuable users’ information. Nevertheless, Google’s announcement that it will phase out third-party cookies by 2024 has caused serious concern among advertisers around the world. Advertisers find it challenging to run personalized marketing campaigns due to Google’s latest announcement, as the marketers solely relied on these third-party cookies to craft effective marketing campaigns. But there is still hope for advertisers worldwide as they can access valuable information from consumers without violating privacy standards. Advertisers may be able to target their ads based on all the information related to the bidstream data, such as the device of a consumer visiting a particular website. Advertisers can access their preferred bidding areas by analyzing bidstream data such as location data. Upon successfully identifying prospects, advertisers can specifically target these custom audiences. Publishers can offer ad inventory related to particular demographics where their products and services will get maximum sales, creating influential audience segments. Advertisers sometimes use Bidstream data to assess the efficiency of some bidding areas based upon technical parameters such as the performance of dedicated browsers and uniform resource locators (URLs).
The main benefits of Bidstream Data
As discussed earlier, segmenting the customers based on rich zero and first-party data ,bidstream data has revolutionized advertising and made it more facile and less time-consuming. Publishers and advertisers rely heavily on bidstream data for their success.
Bidstream data a boon to publishers
With a detailed understanding of customers and ad inventory, publishers can sell their ad units at a much higher price. Publishers can sell their rich data to the data management platform (DMP), which gathers and organizes data from various sources.
How bidstream data will benefit advertisers
Advertisers can effectively segment based on rich zero and first-party data provided by the customers through online bidding with a robust Demand side platform. Advertisers can get a holistic view of their customers and how they respond to their content, products, and services.
Customers are greatly benefitted because they can only view the advertisements of products or services that are suited to their needs and aspirations.
Time ahead for Bidstream Data
As per Google’s latest announcement, third-party cookies will gradually disappear by 2024, which may diminish bidstream data’s value and significance. An advanced tool called Universal ID (UID’s) gives publishers more sway over their customer’s data. As a first-party cookie, Universal ID helps publishers match their users’ credentials with their device IDs by obtaining login ids, such as email addresses. As a result, these UIDs are then exchanged commercially with the ad tech platforms, which are used to track visitor activity across the web.
In a revolutionary way that could modify the bidstream data, Interactive Advertising Board came up with Real-time bidding standards in 2018. The primary purpose of this standard was to provide more security and transparency in the ad supply chain with appropriate conduct and rules on Real-Time Bidding on ad impressions.
Real-Time Bidding 3 (RTB3) requires publishers and advertisers to write and revise new codes to ensure brand safety guidelines and to comply with the latest policies. With this state-of-the-art RTB (3) platform, bid term requests are safer and more transparent than ever before.
With our robust programmatic advertising technology, Cubera helps its valuable clients to boost their ad revenue par industry standards.
