Ringba’s Programmatic Call Bidding technology gives businesses the ability to bid on live phone calls in real time. This technology is beneficial because it allows the buyer to deny calls when their call center has no capacity or when they already know that a potential customer is not a good fit for their products. Buyers can also bid more aggressively on callers that have a higher likelihood of converting or when they have significant capacity available. Generally, this model results in higher payouts per phone call, a reduced number of dropped or abandoned calls, a better customer experience, and higher profit margins for everyone involved.

Note: Before you can start using Real-Time Bidding, please reach out your Ringba account manager to request it be enabled for your account.

This article contains the following sections:

• Real-Time Bidding
  • Real-Time Bidding: General Settings
  • Real-Time Bidding: Bid Expiration
  • Real-Time Bidding: Rate Limit
  • Real-Time Bidding: Bid Settings
  • Real-Time Bidding: Bid Modifiers
• Sharing the RTB link with Publishers
• Real-Time Bidding FAQ, Resources, and Troubleshooting

Real-Time Bidding

Once the feature is enabled for your account, in your Campaigns you will be able to see this tab. Toggle on the switch to enable it.

Each part of the RTB settings has a different section, we will break down each of them by their fields and how they work.

Real Time Bidding: General Settings

• Enabled: Enables Real Time Bidding for all the publishers in this campaign.
• Only SIP: Only provides SIP numbers to be called.
• Require Caller ID: Requires the Caller ID to be passed in every ping. If not provided the CID, the ping will be rejected and the error response for the publisher will be "Error code 1100 - Caller ID verification".
• Instant Caller Profiles:
  • If Enabled, ICP will be used to enrich the call for every ping that contains a caller ID.
  • If Required, no bid will be returned if the call didn't trigger ICP.

Important: Fees apply if you set the ICP field to Enabled or Required. ICP is a paid feature that is charged per pull, so the same call may result in multiple charges. The charges are non refundable, even if the call doesn't occur. Please reach out to your manager about its costs.

Real Time Bidding: Bid Expiration

• Bid Good For: How long the bid will still be valid after its creation.
• Stale Bid Behavior: What to do in case a call comes in after the period set in the Bid Good For field. Valid values are Reject or Route Normally.

Note: When Stale Bid Behavior is set to Route Normally and the call is sent after the time specified in the Bid Good For field, the call does not generate a payout because the call came when the bid was no longer valid. For this reason, every RTB contract includes the following message "The account will not pay out for the call under this contract if it arrives after the expiration" when Route Normally is selected.

Real Time Bidding: Rate Limited

• Maximum Requests: Maximum requests that will be handled in a specific period. Changes on this setting may take a few minutes to apply. You can choose the amount Per Minute, Per Hour, or Per Day.
  Important: You can use a large value in this field. Some accounts use values up to 1000. However, if you have Instant Caller Profile (ICP) enabled, Ringba tries to enrich each request. If you set your Maximum Requests value to a large number, make sure to monitor your ICP charges.  

Real Time Bidding: Bid Settings

• Base Bid Amount: Bid value before being adjusted.
• Max Bid: Maximum bid amount regardless of any adjustments.
• Min Bid: Minimum bid amount regardless of any adjustments.
• Payout On: When the selected conversion event happens, the publisher will be credited. You can choose between the three available options:
  
  If you choose Call Length, the following fields appear for you to complete:
• Duplicate Payouts: When enabled, publishers will be credited on duplicate or repeat calls. When disabled, this option prevents publishers from being paid multiple times by making a $0 bid if the CallerID was provided. If the CallerID is not provided but the call is a duplicate call, the promised bid will not be credited. Choosing Time Limit allows for duplicate payouts after a specific length of time.

Real Time Bidding: Bid Modifiers

Use Bid Modifiers when you want to change the bid amount based on tags available in Ringba, like the publisher name, the inbound number state, or any ICP tags. It can also be based on tags that your Publisher sends on the RTB ping. In order to use the tags sent by your publisher, please add them as URL Parameters.

For this example, we are going to show existing tags ins Ringba, so you can skip the URL parameters part.

1. Click Add new modifier.
2. Click token and search for the tag that you want. In this example, we are going to use the area code. Select the tag.
   
3. The next step is to choose which logic you want to apply. You can choose, for example, Equals Single Value.
   
   For a complete list of logic values and what they do, see the Real-Time Bidding FAQ.
4. Now you need to select a value for this modifier.
5. Choose now the operation and a value that you want to apply.
   
   
   
6. Click Add and then save it.
   
   
   
   

   In this example, the bid modifier is doing this: If the Inbound number: Area code tag is equal a single value "480", add $2 to the bid amount.

   This means that for this specific example, if the base bid is $10 and the inbound number is from an area code equals "480", the bid amount for the publisher will be $12. If the area code is from any other value, the bid will be $10. You can apply this with different logics, tags and values.

   
   Note: The Bid Modifiers table is limited to 100 rows. If the table already contains 100 rows and you need to add more, first delete some rows to make space.

Sharing the RTB link with Publishers

1. After you have finished configuring your RTB Settings, you can share the API information with your publisher. Go to Campaign > Publisher and click the trophy icon.
   
2. This window appears and you can choose between the available options to share with your publisher.
   • Option 1: You can select to send to your publisher a GET request. Then you choose between JSON or XML.
     
   • Option 2: You can select to send to your publisher a JSON- POST request.
     
   • Option 3: You can select to send to your publisher a XML- POST request.
     
     
     

Real Time Bidding FAQs, Resources, and Troubleshooting

Note: For a full collection of frequently asked questions about how Real-Time Bidding works with Ringba, visit our dedicated Real-Time Bidding FAQ Support Article. Real Time Bidding FAQs

What should I do if I need help with Real-Time Bidding?

If you have any questions or need additional help, please reach out to our support team via chat or email at support@ringba.com.