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Bid management, also known as auction management, involves overseeing bids within digital marketing campaigns. This is typically done using specialized tools called auction optimization platforms. These platforms use algorithms to adjust bids based on the objectives and constraints defined by the marketing manager. Originally, bid management primarily referred to managing bids for pay-per-click (PPC) campaigns. However, with the rise of programmatic bidding and automated ad buying in display advertising, the term bid management now also encompasses the automated acquisition of ad impressions.

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