What is Pre-bid?
In the RTB market, the part of the bidding process that occurs before bids are placed by buyers. In the pre-bid environment, buyers are presented with information within a bid request regarding the ad placement. This includes information such as the IP address, domain, and cookie information. Using information in the bid request buyers can determine whether or not they want to bid on the ad placement and how much they’re will to pay. In terms of ad fraud and pre-bid fraud blocking, key variables in the bid request (e.g., the IP address, publisher, or domain) may be compared to what is currently known about each variable to determine the likelihood of the ad placement being fraudulent. In pre-bid ad fraud detection, bid requests from high-risk sources are identified and blocked in the pre-bid environment, thus preventing ad fraud from happening.