Common Causes of No Bid Responses
Missing Required Fields
Many buyers require specific parameters before they can evaluate a request.
Common required fields include:
Caller ID (
CIDorcaller_id)ZIP code
State
Sub IDs
Caller consent or TCPA fields
If a required field is missing or empty, the buyer may immediately return a no bid response.
Example:
rejectReason: Missing required fields
Invalid Caller ID
Some buyers reject requests when:
The caller ID is malformed
The number is invalid
The caller ID is blocked or hidden
The area code does not match targeting requirements
Always verify the caller ID is being passed correctly and formatted properly.
Example:
+12125551212
ZIP Code or State Mismatch
Buyers often target specific geographic areas.
If the ZIP code or state:
Is missing
Does not match buyer coverage
Is invalid
Falls outside the campaign targeting
the request may receive no bids.
Buyer Caps Reached
A buyer may stop accepting traffic after reaching:
Daily caps
Hourly caps
Budget limits
Concurrency limits
When this happens, requests may continue reaching the buyer, but they will return no bid responses.
Bid Price Too Low
Some buyers only bid when the traffic meets a minimum payout threshold.
If:
The traffic quality is low
The payout is too small
The campaign is not competitive
buyers may choose not to bid.
Processing Timeouts
If a buyer takes too long to respond, the request may timeout before a bid is received.
High processing times can cause:
Delayed bids
Failed routing
No bid responses
Monitor processing times in reporting and logs.
Duplicate or Suppressed Calls
Some systems suppress:
Duplicate callers
Previously converted leads
DNC numbers
Fraudulent traffic
How to Troubleshoot No Bid Responses
1. Verify Required Parameters
Check that all required fields are being passed correctly.
Common fields to verify:
Caller ID
ZIP code
State
Sub IDs
Consent fields
2. Review RTB Logs
Inspect the RTB request and response logs for:
Reject reasons
Timeout messages
Missing data
Buyer responses
These logs usually provide the fastest way to identify the issue.
3. Check Buyer Availability
Verify that:
Buyers are active
Caps are not reached
Campaigns are enabled
Routing plans are correct
4. Review Geographic Targeting
Ensure the caller’s:
State
ZIP code
Area code
match the buyer’s targeting requirements.
5. Monitor Processing Time
High processing time may indicate:
Slow buyer responses
API latency
Integration issues
Reducing processing delays can improve bid rates.
Common No Bid Indicators
Issue | Possible Cause |
Missing required fields | Incorrect request formatting |
High requests but no calls | Buyer rejection or targeting mismatch |
Long processing times | Buyer timeout |
Zero bids across all buyers | Invalid campaign setup |
Some states receive bids, others do not | Geo restrictions |
Best Practices
Always pass complete caller information
Include ZIP and state whenever possible
Use consistent formatting
Monitor buyer caps regularly
Review RTB logs frequently
Test requests before going live