{"page":"/tools/dsp-rfp-template","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Question","Why it matters","Red-flag answer"],"rows":[["43","Describe the bid-price and bid-shading algorithm: inputs, objective, and whether it optimizes for our KPI or for platform margin.","A bidder that answers in milliseconds still has an objective function; you are entitled to know it.","\"Proprietary; no detail.\""],["44","Can we turn automated optimization off, set our own bid logic, or bring our own model?","Bidder-as-a-service vendors accept customer agents with a 10 ms timeout (FreeWheel docs, updated 12 August 2026); managed DSPs should at least allow custom bidding.","No."],["45","Are automated bid adjustments logged per impression with the reason code?","Without reason codes, optimization cannot be audited against question 16.","Not logged."],["46","For AI agents or autonomous buying features: what approvals, spend limits, guardrails and audit trails exist, and can we disable them?","Netflix is testing AI agents to \"manage, optimize, and purchase ads\" (Netflix, 13 May 2026); one agency told Digiday it does not trust LLM-based agents with activations (Digiday, 9 February 2026).","No human approval step; cannot be disabled."],["47","Do you train shared models on our campaign data, and can we opt out without losing features?","Repeats question 9 for the decisioning layer.","Opt-out removes optimization."],["48","How do you substantiate performance claims: holdouts, incrementality, or last-touch?","Last-touch attributes outcomes the platform did not cause.","Last-touch only."]],"sourceUrls":[[],["https://api-docs.freewheel.tv/advertiser/docs/bidding-agent"],[],["http://about.netflix.com/en/news/netflix-upfront-2026-get-closer","https://digiday.com/media-buying/the-case-for-and-against-bringing-programmatic-in-house/"],[],[]]}