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A bidder is a piece of software that is used to automatically place bids on advertising inventory in real-time. Bidders are typically used in programmatic advertising, where ads are bought and sold through automated auctions. In this process, advertisers submit bids for individual ad impressions, and the highest bidder wins the auction and gets to display their ad on the publisher's website or app. Bidders are typically integrated into demand-side platforms (DSPs), which are used by advertisers to manage and optimize their programmatic ad campaigns.