Ping vs post
- Ping: sends partial, non-PII lead data (vertical, zip, basic qualifiers) to buyers and asks: do you want this, and at what price?
- Post: sends the full lead (contact details + consent) to the winning buyer once a bid is accepted.
The bid/accept cycle
- A lead is submitted on a landing page.
- The system pings eligible buyers in priority order (the 'ping tree').
- Buyers respond with accept + bid, or reject.
- The system posts full data to the highest qualifying bid.
- The buyer confirms; the result (sold/price/buyer) is recorded for attribution.
Ping tree ordering
The ping tree decides who gets asked first and how ties break, by price, by cap remaining, by exclusivity, or by buyer SLA. Getting this ordering right is most of the revenue difference between two otherwise-identical systems.
FAQ
- What's the difference between ping and post?
- Ping shares limited data to collect bids; post delivers the full lead to the winning buyer.
- Why use ping/post instead of selling directly?
- It lets each lead go to the buyer who values it most, in real time, which raises revenue per lead.