{"id":61851,"date":"2018-08-20T11:23:44","date_gmt":"2018-08-20T18:23:44","guid":{"rendered":"\/?p=61851"},"modified":"2022-08-26T11:40:53","modified_gmt":"2022-08-26T18:40:53","slug":"our-view-on-bid-caching","status":"publish","type":"post","link":"https:\/\/blog.openx.com\/our-view-on-bid-caching\/","title":{"rendered":"Our View on Bid Caching"},"content":{"rendered":"\n<p>Over the last few days there has been a great deal of industry concern about Index Exchange\u2019s decision to deploy a&nbsp;<a href=\"https:\/\/adexchanger.com\/platforms\/index-exchange-called-out-for-tweaking-its-auction\/\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/adexchanger.com\/platforms\/index-exchange-called-out-for-tweaking-its-auction\/&amp;source=gmail&amp;ust=1534874496050000&amp;usg=AFQjCNEPWLPG3cuV3jtJiWxCyl8VnhuEjg\">systematic program<\/a>&nbsp;of non-transparent bid manipulation through bid caching without communicating it to brands, agencies, DSPs or publishers.<\/p>\n\n\n\n<p>For the record, our view on this is straightforward. Bid caching is not acceptable. It hurts brands, agencies and DSPs because it disregards their explicit real-time decisions, increases the prices they pay and creates significant brand safety risks.<\/p>\n\n\n\n<p>We have never even considered, let alone conducted, bid caching. Indeed, we have never been aware of any other legitimate exchange conducting bid caching.&nbsp; This is not just about transparency, it is about market and company integrity.<\/p>\n\n\n\n<p>At &nbsp;OpenX we have committed our business, through sustained investments in technical innovation, transparent market rules and anti-fraud systems, to drive transparency and trust for the marketplace.<\/p>\n\n\n\n<p>We\u2019ve made\u00a0<a data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.wsj.com\/articles\/ad-tech-firm-openx-pledges-to-invest-25-million-in-ad-quality-initiatives-1520939289&amp;source=gmail&amp;ust=1534874496050000&amp;usg=AFQjCNEui-eSN7Z0sXjWcPERH-k3DVJD5A\" href=\"https:\/\/www.wsj.com\/articles\/ad-tech-firm-openx-pledges-to-invest-25-million-in-ad-quality-initiatives-1520939289\">this sustained investment<\/a>\u00a0because we think it is in the best interest of buyers and sellers, the overall programmatic industry and \u2013 vitally \u2013 because it is reflective of our company\u2019s core values.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>For the record, our view on this is straightforward. Bid caching is not acceptable.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Over the last few days there has been a great deal of industry concern about Index Exchange\u2019s decision to deploy a\u00a0systematic program\u00a0of non-transparent bid manipulation through bid caching without communicating it to brands, agencies, DSPs or publishers.<\/p>\n","protected":false},"author":18,"featured_media":61992,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[88,3,19],"acf":[],"_links":{"self":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/61851"}],"collection":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/comments?post=61851"}],"version-history":[{"count":0,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/61851\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media\/61992"}],"wp:attachment":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media?parent=61851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/categories?post=61851"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/tags?post=61851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}