Passbacks are a valuable tool to ensure that an ad is always displayed in an advertising space.

When is a passback triggered?

When there is no available advertisement.
When there is an advertisement, but at a price lower than the floor price.

How does it work?
The passback requests an alternative ad to be served.

What are the advantages of working with passbacks?

It allows maximizing advertising revenue.
It improves the user experience by avoiding blank ads.
It increases efficiency.
It boosts the fill rate.

The use of passbacks is justified, but excessive use can have negative effects:

Reduced efficiency.
Decreased profitability, as there is a lower chance of an ad being shown.
Impacted user experience with increased ad loading times.

To address these issues caused by excessive passback usage, header bidding technology emerged, which facilitates parallel bidding.

In summary, although the number of passbacks may vary based on specific circumstances, it is important to limit them and carefully select them in order to provide a positive and efficient user experience. Considering the implementation of header bidding technology is also worth.