How Pyrobid Works
Pyrobid is a white-label ad serving and auction platform that runs the full path from impression request to paid creative. It pairs first-party targeting and real-time traffic-quality filtering with high-volume analytics and viewable-impression settlement, all of it operable under your own brand and domain.
Process Loop
The Bid Flow
Request
A lightweight script embedded by the publisher makes a non-blocking call for the placement. It passes only what the auction needs to make a decision: the zone identifier, the placement slot, and the request signals it can read, which include approximate location from IP, device and browser from the user agent, preferred language, page keywords, and the referring domain. Nothing on the page stalls while this happens.
Eligibility Filtering
Every candidate campaign is run through a chain of independent eligibility checks before it is allowed to compete. The checks cover advertiser balance, geography, ISP or carrier, device and operating system, browser, browser language, day-parting schedule, the content categories the zone permits, and domain rules. A campaign that fails any single check is dropped from the running for that request. Each check is a discrete rule, so the targeting model can grow without disturbing the core selection logic.
Weighted Auction
Surviving campaigns enter a weighted selection. Anything bidding below the zone's floor is discarded, and each remaining candidate's share of delivery is proportional to its bid, and the advertiser is charged their own bid, scaled to the country the impression was served in. Because share is proportional rather than winner-take-all, a higher bid buys a larger share of the slot instead of shutting smaller campaigns out of it entirely. The bid and the floor scale by the same country factor, so what clears the floor is the same question in every country and only the money moves. This is how the auction resolves today, checked 20 September 2026.
Selection and Delivery
A winner, or a set of winners for placements that carry more than one ad, is chosen, and the creative is returned as a signed, tamper-resistant payload and rendered into the slot.
Fallback
If no eligible paid demand fills the slot, the zone serves its configured fallback, either a backup banner or a passback HTML tag, so the impression is never lost to a blank.
The entire sequence resolves inside a single real-time request cycle.
Systems
Architecture Overview
Ad Server
Handles the request lifecycle: receiving the placement call, reading request signals, assembling the response, and returning rendered creative as a signed payload. It is the front door every impression passes through.
Auction Engine
Owns ad selection. It applies the eligibility chain, discards anything bidding below the zone's floor, and runs a weighted probabilistic selection across what is left, splitting delivery in proportion to each bid to decide what serves. Targeting rules and selection logic are separated cleanly, which is what lets new rules be added without rewriting the auction.
Header Bidding
Exposes Pyrobid demand to a publisher's existing header-bidding stack through a Prebid.js-compatible interface, returning standard bid responses (price, dimensions, creative, currency, validity window) including native bid objects. Pyrobid can act as one bidder among many inside a publisher's wrapper, rather than requiring publishers to abandon their current setup.
Targeting Engine
Evaluates each campaign's targeting rules against live request signals at decision time. Geography, ISP and carrier, device brand and model, OS, browser, language, schedule, category and domain are enforced as inclusive or exclusive conditions: fail one and the campaign does not enter the auction. Keywords work differently, as a weighting rather than a gate, so a contextually matched campaign is strongly favoured for the slot without locking every other advertiser out of it.
Traffic Quality & Fraud Filtering
Screens events before they are counted or billed. It detects known bots and crawlers, suppresses duplicate clicks, rejects clicks that arrive implausibly fast after an impression, and rate-limits repeat clicks inside a cooldown window. Invalid activity is filtered out of both reporting and spend.
Event & Measurement Pipeline
Records impressions, viewability events, clicks, and conversions. Conversions are captured through a measurement pixel that can carry a transaction value, so advertisers can attribute outcomes and not just clicks. Validated events are processed asynchronously, which keeps measurement off the serving hot path.
Reporting & Analytics
Persists event data in a column-oriented analytics store built for high-volume querying, then exposes it as dashboards and charts. Reporting breaks down across geography, device, OS, browser, ISP, campaign, zone, publisher, and advertiser, with both advertiser spend and publisher payout tracked per event.
Creative Management
Stores and serves the creative formats the platform supports, from hosted image banners and native asset sets to custom HTML, with creative metadata captured at upload.
Publisher Tools
Where publishers register and verify sites, define ad zones and placements, configure fallbacks, retrieve embed tags, and track earnings.
Advertiser Tools
Where advertisers build campaigns, set pricing and budgets, define targeting, upload creatives, and monitor delivery and performance.
Settlement & Balances
A balance-based ledger rather than an invoicing cycle. Your advertisers fund a balance, by card through the portal or with a voucher you issue, and it draws down as their campaigns deliver. Money moves across to you only on impressions that passed the viewability check, so nobody is charged for an ad that was never on screen and there is no month-end reconciliation to chase.
Accounts & Roles
A role model spanning publishers, advertisers, agency-level super-advertisers, and operator administrators, plus team accounts where members can be invited into a shared workspace. This is what allows agencies and multi-person teams to operate under one account.
White-Label & Multi-Tenancy
Multi-tenancy resolved at the domain level. Each tenant runs the full platform under its own brand and domain, with users, campaigns, zones, and reporting scoped to that tenant. Partners operate their own ad network on shared infrastructure without exposing a shared brand.
Display
Supported Ad Formats
Display banner
Standard fixed-size image or markup creative.
Interstitial
Full-slot creative that takes over the placement.
Sticky / anchor
Creative that stays fixed in position as the page scrolls.
Native
Creatives that inherit the host page's styling, built from structured fields such as title, body, image, call-to-action, and sponsor.
Native interstitial / exit
Native creatives bound to takeover and exit-intent moments.
Custom HTML
Fully custom markup creative for cases the standard types do not cover.
Isolation
Targeting Capabilities
Every parameter below can be applied as an include or exclude rule and is evaluated live, per request.
Geographic
Country, region, and city.
ISP / carrier
Target or exclude specific networks.
Device & platform
Desktop, mobile, or tablet, down to brand and model.
Operating system
Target or exclude specific operating systems.
Browser
Target by browser or browser family.
Browser language
Match the visitor's preferred language.
Day-parting / scheduling
Restrict delivery to set days and hours.
Keyword / contextual
Weight delivery toward pages matching campaign keywords.
Content category
Align demand with the verticals a zone allows.
Domain
Whitelist or filter the domains a campaign serves on.
Quality & frequency controls
Balance gating.
Billing
Viewable Impressions Only
Serving an ad and charging for it are two separate events. An impression becomes billable only after the ad has been confirmed on screen:
50% on screen
Half the ad's area has to overlap the viewport. Wide units of 500 pixels or more count at 30 percent.
300ms unbroken
Checked every 100 milliseconds. Scroll the ad out of view and the timer resets to zero.
Then it settles
Only impressions carrying the viewed flag are picked up by the settlement pass. The rest never enter the ledger.
An ad below the fold on a page nobody scrolls is delivered and never charged for.
Integrity
Traffic Quality & Fraud Filtering
Pyrobid validates traffic before it counts toward reporting or spend, rather than reconciling after the fact. Four checks run on the event path:
Bot and crawler detection
Removes automated traffic from the count.
Duplicate-click suppression
Prevents a single click from being recorded more than once.
Click-timing validation
Rejects clicks that arrive too soon after an impression to be genuine.
Repeat-click rate limiting
Discards additional clicks from the same source inside a cooldown window.
For inventory in restricted and high-scrutiny verticals, where traffic quality is the difference between a payout and a clawback, this filtering runs by default rather than as an add-on.
Conversion Tracking
Beyond impressions and clicks, advertisers can measure outcomes. A measurement pixel placed on a post-action page reports a conversion back to Pyrobid and can pass a transaction value with it, so reporting reflects revenue and return, not just traffic. Conversion data flows into the same analytics store as the rest of the event stream and is available across the same reporting breakdowns.
Supply Onboarding
Publisher Flow
Sign up and add your site
Create an account and register the domain you want to monetise.
Verify your domain
Prove a domain is yours with a meta tag or an uploaded file. Zones also record the first domain they serve on, so you can see where your tags are running.
Build zones and place the tag
Define one or more ad zones, choosing format, size and fallback behaviour, then drop the generated embed tag into your pages.
Get paid as it runs
Your advertisers hold a balance in your portal. As their campaigns deliver viewable impressions, that balance moves across to you. There is no third party holding your money and nothing to invoice at month end.
Demand Onboarding
Advertiser Flow
Sign up and fund your balance
Create an account and top up by card, or redeem a voucher your publisher issued you.
Build the campaign
Choose a format and pricing model (per impression or per click), set daily and total budgets, and define targeting, keywords, and schedule.
Add creatives and submit
Upload your creatives and submit the campaign for review before activation.
Go live and optimise
Once active, the campaign competes for eligible inventory in real time, with delivery and performance visible as they happen.
Fallback & Yield Logic
Pyrobid maximizes fill by never leaving a slot empty. Eligible campaigns compete on bid above your floor, and when nothing eligible remains the request falls through to whatever ad network you already run, and then to a house ad of your own. House ads sit at the base of the stack as guaranteed fill, so an unsold slot shows something of yours rather than blank space.
When no paid demand qualifies for a request, the zone falls back to its own configured backup, either a fallback banner or a passback HTML tag. A placement therefore degrades gracefully, from paid tiers to house ads to fallback, and an impression is never spent on an empty slot.
Settlement & Balances
Both sides of the marketplace run on a single balance ledger. Advertisers fund a balance and spend it down as their campaigns deliver; publisher earnings accrue against validated delivery, counted only on impressions that passed the viewability check. The platform tracks the spread between what advertisers pay and what publishers earn, which is where operator margin lives.
Advertisers fund by card. The portal operator can also issue vouchers that redeem as ad credit, which means payment can be taken by any method and the advertiser still credited inside the platform. Operators can run incentives and tiered pricing without external tooling.
White-Label & Multi-Tenancy
Pyrobid is multi-tenant at the domain level. A partner runs the entire platform, serving, auction, targeting, reporting, and settlement, under its own brand and domain, with all data scoped to that tenant. Within a tenant, a role model covers publishers, advertisers, agency-level super-advertisers, and administrators, and team accounts let multiple people share a workspace by invitation. The result is that a partner can stand up and operate its own ad network rather than reselling someone else's.
Or read none of this and go and look instead: the live demo is open, read only, with the login published. Every screen in it is written up in the help centre.