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 buyers in order to sell the leads.
Ping Post distribution means that first ping request with partial lead information is sent to buyers eligible for the lead. Buyers check if they are able to purchase the lead, decide how much they are willing to pay for it and make their bids on the lead in real-time in the ping response.
The buyer that returns the highest bid receives the post request with the full lead details. Then usually the buyer buys this lead. Otherwise, if the buyer refuses to buy the lead after receiving the whole lead data, an error is returned, and the lead is posted to the buyer with the next highest bid sent on the ping. In this case, the buyer who refused to buy the lead damages his Payout Quality. Eventually, if no buyer buys the lead, it is marked as not sold.
One of the most important benefits of ping post distribution is the protection of the information:
- it allows PX owner 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 that can only accept or refuse. In this type of distribution, Direct Bid is configured on the buyer campaign level, which determines how much this buyer will pay for each lead.
This distribution type is easier to implement and provides better opportunities for planning for both PX owner and buyers.