Bidder

A bidder is a core component of a Demand-Side Platform (DSP) responsible for analyzing incoming bid requests and submitting bids within Real-Time Bidding (RTB) auctions. When an ad impression becomes available, the bidder evaluates the request — factoring in audience data, campaign targeting parameters, budget constraints, and pricing logic — then decides whether to bid and at what price. This decision-making process is governed by a defined set of rules, often implemented as a bidding algorithm, that determines how aggressively or selectively the DSP competes in any given auction.