XML & JSON feeds

Simple and effective way to exchange data between publishers, advertisers, and ad networks.

Learn more

XML & JSON Feeds for Buying and Selling Advertising Traffic

XML and JSON feeds are one of the earliest forms in which the ad industry started transferring advertising traffic using a standardized method. These feeds are named based on the encoding technology used and allow ad data transfer between publishers, advertisers, ad networks and ad exchanges.

Part 1

What are XML and JSON feeds?

The feeds are basically APIs that will accept requests and offer ad responses based on the requests received. The XML (Extensible Markup Language) and JSON (JavaScript Object Notation) are encoding technologies and are being used to encode the ad responses returned by the feeds.

Part 2

Why Use XML and JSON Feeds for Advertising Traffic?

  • Standardization: While there isn't an actual standard way of data transfer using feeds and each network uses their own parameters, these are pretty self explanatory and easy to integrate.
  • Efficiency: The XML and JSON feeds allow for fast requests and responses, speeding up the time it takes to interrogate a demand endpoint in order to deliver an ad.
  • Flexibility: Responses offered by XML and JSON feeds offer extended flexibility and can contain as many parameters as needed in order to offer the best structure for the ad response returned.
  • Automation: XML and JSON feeds allow the automation of advertising traffic purchase and sale by returning responses almost instantaneously.
Part 3

How XML and JSON Feeds Work in Advertising

To better explain the functionality we'll use an example. Let's assume that a SSP sends an ad request to a DSP, using the DSP's feed URL ( http://dsp.com/feed )
  • Step 1: The SSP fills the URL parameters with the request details such as IP address and user agent ( http://dps.com/feed?ip={ip_address}&user_agent={user_agent}&format={xml_or_json} )
  • Step 2: The DSP receives the request and returns an encoded ad response based on the data received in the request URL.
  • Step 3: The SSP processes the data and uses it to display an ad to the visitor.
Part 4

Benefits for Publishers, Advertisers, and Ad Networks

  • Publishers: XML and JSON feeds allow publishers to auction their traffic for higher prices because they can interrogate more than one advertiser, DSP and ad exchange.
  • Advertisers: XML and JSON feeds offer advertisers the opportunity to purchase ad inventory from multiple publishers and SSPs and allows them to reach their target audience easier.
  • Ad Networks: The feeds are the backbone of ad networks because they allow them to sell their ad inventory in a more efficient way and for considerably higher profit than just selling to direct advertisers.
Final thoughts

Conclusions regarding XML & JSON feeds

While XML and JSON feeds did lose quite a bit of traction after the initial launch of OpenRTB they are still widely used throughout the industry because of their ease of use and flexibility and will most likely continue to connect publishers, advertisers, ad networks, SSPs, DSPs and ad exchanges on a global scale.

Are you Ready to Start Trading Ad Traffic?

  • Fixed price
  • No hidden fees
  • 100% scalable
  • Top-notch filters
  • Automatic optimization
  • 24/7 live support
Get started View demo
paper-plane