Ping post posting method provides a real-time bidding process between publishers and PX. Publishers send to PX partial lead information without contact data, which gives the opportunity to dynamically price the leads according to internal statistics or real-time responses received from buyers.
Most important benefits of ping post delivery are the following:
- protection of the personal customer’s information,
- optimizing of the lead exchange processes;
- maximizing revenues through the dynamic bidding process;
- higher flexibility in determining what leads PX purchases and at what price.
If ping post is enabled for the publisher, both ping post and direct post campaigns of PX platform are equal participants of the selling cycle.
Each publisher can use one of ping post modes according to their ping post configurations in PX: prediction or ping forwarding.
Read more information about both ping post modes below.
Prediction
Prediction allows PX to predict the bid amount based on internal statistics and send it to the Publisher in the Ping response.
Prediction is fast and useful for verticals, where most campaigns use direct post delivery method.
Prediction ping post flow includes the following steps:
1. PX receives the ping request from the Publisher with the lead that includes all vertical specific information, without contact data of the person.
ZIP code and IP address are two mandatory parameters in a publisher ping request.
2. PX determines the list of potential campaigns for this lead according to the usual lead flow.
3. PX analyzes Direct bids and payout rules of direct post campaigns.
4. According to this information, Margin and Bid type configured in publisher settings, PX bid is calculated.
5. PX sends Ping response to the publisher including PX bid and Transaction ID.
6. If PX wins the lead, the publisher sends the post request with the full lead info, including contact data and Transaction ID from the ping response.
7. PX tries to sell the lead to either ping post or direct post campaigns at a price not less than min price
8. If the lead is sold to campaign(s), PX sends post response to the publisher with the payout, which is usually equal to PX bid sent in ping response.
9. If the lead is not sold, corresponding error is sent to the publisher (e.g. Unable to monetize).
Ping forwarding
Ping forwarding ping post mode allows PX Owner to act as a mediator in the real-time bidding process between the publisher and buyers. PX forwards the ping request received from the publisher to PX buyers in order to receive and analyze their bids. Then the highest bid is sent back to the publisher. This type takes more time, but it is much more accurate since the reported bid is real, not predicted.
Ping forwarding works better in verticals that include mostly ping post campaigns (Solar, Roofing, Home Security, HVAC, Windows).
Ping forwarding flow is the following:
1. PX receives the ping request from the publisher with the lead that includes all vertical specific information, without contact data of the person.
ZIP code and IP address are two mandatory parameters in a publisher ping request.
2. PX determines the list of potential campaigns for this lead according to the usual lead flow.
3. PX forwards ping request to potential campaigns and receives corresponding responses.
4. PX analyzes direct bids and bids of ping post campaigns based on real-time responses.
5. According to this information, Margin and Bid type configured in publisher settings, PX Bid is calculated.
6. PX sends Ping response to the publisher including PX bid and Transaction ID.
7. If PX wins the lead, the publisher sends the Post request with the full lead info, including contact data and Transaction ID from the Ping response.
8. PX tries to sell the lead to either ping post or direct post campaigns at a price not less than min price
9. If the lead is sold to the campaign(s), PX sends post response to the publisher with the payout, which is usually equal to PX bid sent in ping response.
10. If the lead is not sold, the corresponding error is sent to the publisher (e.g. Unable to monetize).
Ping post types
There are 3 possible types in ping post:
- General ping post (described in this article) allows selling leads to exclusive, shared and undersold campaigns.
- Shared ping post model allows publishers to view the list of bids per each leg available on the ping and select specific legs for selling the lead on the post.
- Undersold ping post allows selling leads in the shared model and sending them to undersold campaigns if there are Num Slots left in the lead.
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