Bid expiry times define how long a winning bid remains valid before it expires and the impression is no longer eligible for delivery. On the Sovrn Exchange, default expiry times vary by format to reflect the different latency and delivery characteristics of each environment.
The default expiry times are:
|
Ad Format |
Default Expiry Time |
|---|---|
|
Web Display |
15 minutes |
|
Web Video |
30 minutes |
|
Mobile App Display |
1 hour |
|
Mobile App Video |
2 hours |
|
CTV |
2 hours |
Why do expiry times differ by format?
Web environments typically have faster, more predictable delivery cycles, so shorter expiry windows help ensure bids reflect current market conditions and reduce the chance of serving a stale ad. Mobile app and CTV environments often involve longer session lengths and more variable delivery timing, which is why those formats carry longer expiry windows.
What happens when a bid expires?
If a winning bid isn't fulfilled before its expiry time, the impression is no longer valid and the bid is discarded. This helps protect both buyers and publishers from delivering ads against outdated auction results or stale inventory signals.
If you believe your setup requires different expiry handling or you're seeing unexpected bid expiration behavior, reach out to our Support Team for guidance.
Questions? Concerns? Our team would be more than happy to help. Reach out to our Support Team here.