iSOCRATES Glossary of Programmatic Terms

First Look

The first bid for a publisher’s request or ask for bid in a sequenced programmatic auction. For example, once an advertiser has identified the audience to target, they will seek a “First Look” at a publisher’s audience. A “First Look” provides the advertiser with the best opportunity to bid upon and win the auction to place their advertisement in front of the target audience. To achieve this First Look position the advertiser must be bidding on inventory from a publisher with an integration that includes a Header Bidding Vender’s tag in the header of every publisher’s page PLUS an Ad Server connection with API access PLUS an OMS connection with API access (if API is available). This integration will allow media buyers using a programmatic buy side utility (or DSP) first look access to their target audience.


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