What Is Bottom-Up Bidding?

We’ve built a new technology with the same objective as RTB-enabled ad exchanges: make technology that matches an advertiser’s goals with publishers with open ad space. Here’s how it works:

1
You load a page.
2
This triggers a new request for an ad (an impression).
3
Advertisers in that Clique (niche market category, like alpine skiing) bid.
4
The highest bidder wins the impression—their ad gets displayed.
5
If no bids are placed, the impression moves up to the next most general Clique.
6
The same process happens over and over until the impression is purchased.
7
If no one bids, we foot the bill for a PSA for a nonprofit.
8
Publishers are paid the higher CPMs they deserve.
9
Advertisers’ ads are seen by the relevant audience, resulting in higher ROI.

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