Request duplication occurs when a single ad slot is sent as a bidding opportunity to various demand-side platforms multiple times. This strategy transforms one available ad impression into several bid requests, complicating auction dynamics. Some view it as a costly practice in programmatic media trading, while others defend it as a valid monetization method. Critics highlight that this duplication confuses DSP algorithms, potentially leading advertisers to pay higher prices for their ad placements. Understanding this tactic is vital for advertisers looking to navigate the complexities of the ad tech landscape.
Request duplication refers to the practice of sending the same ad opportunity to demand-side platforms multiple times, creating many bid requests from one ad slot.
Critics argue that sending impressions to DSPs at different price points confuses DSP algorithms, leading advertisers to overpay for programmatic media buys.
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