# Introduction

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)
  |
  v
1. Retrieve line items by publisher account
  |
  v
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)
  |
  v
3. Build ad markup (native: build Native 1.2 response from creative JSON)
  |
  v
4. Replace macros in ad markup
  |
  v
5. Return OpenRTB 2.5 Bid Response (or 204 No Content)
```

{% content-ref url="/pages/p0ynfvr9hWqbTZ7mOvMU" %}
[Line Item Eligibility](/campaign-delivery/line-item-eligibility.md)
{% endcontent-ref %}

{% content-ref url="/pages/e9aTmbGFvasvr3keRvAZ" %}
[Targeting](/campaign-delivery/targeting.md)
{% endcontent-ref %}

{% content-ref url="/pages/p32hyJrkGSyt6cjDt6jm" %}
[Splits](/campaign-delivery/splits.md)
{% endcontent-ref %}

{% content-ref url="/pages/5RWdCEIae9XeqlbBV0YK" %}
[Creative Selection](/campaign-delivery/creative-selection.md)
{% endcontent-ref %}

{% content-ref url="/pages/0TpO8q0sIuV8YiMUdoj5" %}
[Pacing and Capping](/campaign-delivery/pacing-and-capping.md)
{% endcontent-ref %}

{% content-ref url="/pages/SrVVpE74R8DnMzBIFxZZ" %}
[Bid Selection](/campaign-delivery/bid-selection.md)
{% endcontent-ref %}

{% content-ref url="/pages/5pTkxuNVb9phHZbyWomE" %}
[Macros](/campaign-delivery/macros.md)
{% endcontent-ref %}

{% content-ref url="/pages/CW0I7yeVKLy0qlhZXBIh" %}
[Testing and Debugging](/campaign-delivery/testing-and-debugging.md)
{% endcontent-ref %}


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