SSP and DSP Trackers

In Real-Time Bidding (RTB) environments, the RTB-Stack platform automates the placement and activation of trackers, which are essential for the accurate measurement and billing of ad impressions. This guide explains how the system handles trackers for different ad formats and outlines the conditions under which notification URLs (nURL) and billing URLs (bURL) are activated. By understanding these processes, digital advertising stakeholders can optimize billing accuracy and ad performance.

SSP Trackers Implementation

The RTB-Stack platform automatically inserts tracking URLs in the appropriate fields of the BidResponse.seatbid[].bid array across various ad formats to ensure precise tracking and accurate billing:

Step 1. Tracker Insertion in Response to SSP:

1. Ad Markup (adm) Field (EventType cet = 1):

• For VAST: The system embeds a tracker within the <Impressions> tag of the VAST XML to track when the impression for the ad occurs.
• For Native 1.2: A tracker is placed in the eventtrackers to monitor specific interactions within the ad.
• For Native 1.1: A tracker is inserted in the imptrackers array to capture impression data.
• For Banner Ads: A tracking pixel is appended at the end of the HTML or JavaScript ad markup, which activates when the ad is rendered.

2. Notification URL (nurl) Field (EventType cet = 2): The system places a win notice URL in the nurl field, which is called by the exchange if the bid wins.

3. Billing URL (burl) Field (EventType cet = 3): The system places a billing notice URL in the burl field, activated when a winning bid becomes billable (typically when the ad is delivered or viewed).

Step 2. Configuration of Billing Parameters:

• The system determines the billing mechanism from the SSP Endpoint settings, which could be via the: Ad markup Pixel, nURL (notification URL), bURL (billing URL).
• It then automatically inserts the parameter &billable=1 in the tracker URL corresponding to the billable event. This ensures that billing is accurately triggered for these events:
• in the adm field for Ad Markup Pixel.
• in the nurl field for Notification URL.
• in the burl field for Billing URL.
• For all other trackers the system inserts the parameter &billable=0  to indicate non-billable events.

DSP Trackers Implementation

The RTB-Stack platform also automates the implementation of DSP trackers to ensure accurate billing and effective counting of ad impressions.

Step 1. Configuration of Billing Mechanism:

1. The system ascertains the preferred Impression Tracking Mechanism from the DSP profile settings, which could be via the: Ad markup Pixel, nURL (notification URL), bURL (billing URL).

2. The system then inserts the parameter &billable=1 in the tracker URL, based on the Endpoint settings to ensure correct billing:

• in the adm field for Ad Markup Pixel.
• in the nurl field for Notification URL.
• in the burl field for Billing URL.

Step 2: Configuration of Counting Mechanisms:

1. Based on Ad Markup (adm):

• The system automatically fires the DSP's Notification URL (nurl) upon winning the auction.
• If the event is determined to be billable, the DSP's Billing URL (burl) redirect is inserted into the billable=1 tracker. This tracker activates upon receiving confirmation of the billable event from the SSP.

2. Based on Notification URL (nurl):

• The DSP's Notification URL redirect is automatically inserted into the billable=1 tracker, ensuring it fires upon receiving the corresponding event from the SSP.
• The DSP's Billing URL (burl) is ignored in this scenario.

3. Based on Billing URL (burl):

• Similar to the adm-based mechanism, the DSP's Notification URL (nurl) is automatically fired when the auction is won.
• For billable events based on the Billing URL, the DSP's Billing URL redirect is inserted into the billable=1 tracker, activating upon receiving the notification from the SSP.