Bid Caching

Bid caching is a tactic that is used by some ad exchanges following a failed bid for an impression in a real-time bidding (RTB) environment. The ad exchange will hold onto the details of the bid (i.e., the ad size, site, user targeting, and bid constraints) and use the information to make the same request with the same consumer when the next impression becomes available.

While bid caching utilizes only the terms of your past bids to make bids on future impressions, there is much industry debate around how the practice supports transparency for operators of RTB campaigns. Choozle and our buy-side partners do not support or allow bid caching. Choozle's buy-side partners monitor supply-side inventory and partners for a variety of quality parameters, including bid caching.