Publisher Pass-back

In online advertising context, a passback occurs where an ad network or ad exchange can’t reach the agreed floor CPM or when no paid ads are found to deliver (for reasons like targeting limitations, exceeded capping, absence of available ads, etc.) In such situations, the network redirects the impression back (“passes back”) to the publisher’s ad server, so that it can be sent to some other ad network or request some other ad. Pass-backs are common with site retargeting networks as they only buy the ad impression if it belongs to their cookie pool

Publisher Pass-back

2018-03-06T13:25:53+00:00 Vertoz Admin
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