Introduction

This section describes how the Nexx360 DSP delivers campaigns through real-time bidding using OpenRTB 2.5.

The Nexx360 DSP (Demand-Side Platform) evaluates line items and creatives against bid requests in real time. When a publisher sends an ad request, the DSP selects the best matching campaign based on targeting, eligibility, and pricing rules, then returns a bid response.

Key concepts

Concept	Description
Order	A campaign container grouping one or more line items under an advertiser
Line Item	A delivery configuration with targeting, pricing, dates, and goal settings
Creative	The actual ad content (HTML, VAST, native) attached to a line item
Split	A traffic allocation within a line item, with its own targeting, CPM, and creatives
Deal ID	An external identifier used to match line items with SSP deal requests

Delivery pipeline overview

Bid Request (OpenRTB 2.5)
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1. Retrieve line items by publisher account
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2. For each impression:
   a. Filter eligible line items (status, dates, media type, targeting)
   b. Evaluate splits (traffic allocation + split targeting)
   c. Apply delivery capping (hourly caps)
   d. Match creatives (dimensions for banners, asset check for native)
   e. Apply delivery ratio (pacing)
   f. Select highest bid (currency-converted CPM)
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3. Build ad markup (native: build Native 1.2 response from creative JSON)
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4. Replace macros in ad markup
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5. Return OpenRTB 2.5 Bid Response (or 204 No Content)

Line Item EligibilityTargetingSplitsCreative SelectionPacing and CappingBid SelectionMacrosTesting and Debugging