Bid Response

A DSP's reply to a bid request, containing its bid price, the ad creative or markup, and deal or tracking details.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A bid response is a DSP's reply to a bid request, stating its bid price and including the ad creative or markup, plus deal IDs and tracking details. The exchange compares all bid responses to select a winner. Responses must arrive within a strict timeout, often a few hundred milliseconds, or they are ignored.