Post type (or distribution type in API Builder) is a complex process that supports multiple high-level and low-level protocols to communicate with potential lead buyer campaigns in order to sell the leads.
Ping post distribution means that first ping request with partial lead information is sent to buyer campaigns eligible for the lead. Each campaign decides how much they are willing to pay for it and send their bids on the lead in real-time in the ping response.
The campaign with the the highest bid receives the post request with full contact data of the lead. Then the campaign either buys this lead or rejects the request, and the lead is posted to the next campaign with the highest bid on ping. The campaign that rejected the lead after receiving contact data damages its Payout quality. Eventually, if no campaigns buy the lead, it's marked as not sold.
One of the most important benefits of ping post distribution is the protection of the information:
- it allows PX platform to optimize the lead flow and maximize the revenue through the dynamic bidding process (only the highest bidder receives the full lead information).
- it gives buyers more flexibility in determining what they purchase and at what price;
- the full contact information of the lead is sent only to the buyer that will actually service customer's needs.
Direct post distribution means that the full lead data is sent to the buyer campaign, which can only accept or reject this lead. In this type of distribution, Direct Bid configured in lead campaign settings determines how much this campaign pays for each lead.
This post type is easier to implement and provides better opportunities for planning for both PX platform and buyers.
In the realtime bidding process between PX platfotrm and ping post publishers, both ping post and direct post campaigns are equal participants. Read more about general ping post in PX.