Lead Prosper Campaign Types: Direct Post, Ping Post Exchange, and One-to-One

Distribution Methods are a core component of how leads are sold within a Direct Post campaign in Lead Prosper. They determine how buyers are evaluated, prioritized, and ultimately selected when a lead enters your campaign. Each method offers a different approach to balancing revenue optimization, buyer fairness, and routing control — from simple sequential logic to auction-based bidding and advanced multi-tier strategies. Understanding how these distribution methods work is essential to building an effective campaign, as your routing configuration directly impacts lead performance, buyer satisfaction, and overall monetization.

Lead Prosper offers 3 main Campaign Types:

1. Direct Post Campaign
2. Ping Post Exchange
3. One-to-One Campaign

Direct Post Campaign

A Direct Post campaign uses a single-step ingestion model. The supplier sends one POST request with the full lead payload, and Lead Prosper ingests the lead immediately — whether or not it ultimately sells.

How It Works

1. The supplier sends a POST with full lead data.
2. The lead is ingested immediately.
3. The campaign validates the lead (fields, filters, caps, duplicates, third-party checks).
4. Buyers are evaluated and attempted based on your distribution logic.
5. A response returns to the supplier.

Pros

• Single API request from the supplier, making integrations simpler.
• Low latency — no pre-step pricing handshake.
• Multiple routing strategies supported: Waterfall, Highest Bidder, Send to All, Round Robin, Weighted Round Robin, and Buyer Groups.
• Persistent retry behavior is possible depending on your routing configuration.

Cons

• No pre-ingestion pricing signal. Pricing decisions happen after the lead arrives.
• Unsold leads are still ingested.
• Revenue optimization depends heavily on how you configure routing, since pricing isn't used to decide whether to ingest.

When to Use Direct Post

• You are the lead generator and have your own Owned and Operated landing page.
• Your suppliers or tools are built for one outbound request per lead.
• You want Lead Prosper to keep attempting buyers until the lead sells.
• Speed and predictable ingestion matter more than pre-commit pricing.

Ping Post Exchange Campaign

A Ping Post Exchange campaign separates pricing from ingestion. Instead of immediately ingesting the lead, the campaign prices the opportunity using a PING first. The supplier then decides whether to send the POST based on the returned price.

How It Works

1. The supplier sends a PING with partial lead data.
2. The campaign validates the ping (format, filters, caps).
3. Buyers are pinged and return bids.
4. Lead Prosper applies margin and penalty logic.
5. Pricing is returned to the supplier.
6. The supplier decides whether to send the POST.
7. The lead is ingested only if the POST is received.

If the POST never arrives, the lead is never ingested.

Pros

• Pre-commit pricing visibility — the supplier sees the price before posting.
• Buyer competition and yield optimization through Highest Bidder-only distribution.
• Conditional ingestion — no POST means no ingest.
• Explicit margin governance via margin and penalty logic.

Cons

• Two API requests (PING + POST) from the supplier, adding integration complexity.
• Higher latency due to the pricing round trip.
• Greater operational complexity with more moving parts and failure modes.
• Restricted fallback behavior for Exclusive leads. If a supplier accepts an Exclusive bid and posts, but the buyer rejects the full lead, the lead cannot automatically roll to the next bidder — because the supplier accepted a specific price and a ping_id   can only be used once. Optional mitigation: configure retries only until the original bid's break-even point to prevent negative margin outcomes.
• Distribution is restricted to Highest Bidder only — no waterfall, rotation, or send-to-all.

When to Use Ping Post Exchange

• You are purchasing leads from a third party Supplier / vendor.
• Suppliers require pricing before they POST.
• Buyer competition and yield optimization are central to your program.
• Lead ingestion must be conditional (no post, no ingest).
• Your suppliers required a bid/accept model.
• Margin governance matters and pricing must be explicit.

One-to-One Campaign (1:1 Dynamic Consent)

A One-to-One campaign extends the Ping Post Exchange model with a consumer consent layer. It uses a "Ping, Pick, Post" approach: after buyers return bids, the consumer is shown eligible buyers and selects which businesses they consent to engage with. Only those selected buyers receive the lead.

How It Works

1. PING — The supplier sends partial lead data. The campaign responds with a list of eligible buyers, their TCPA details, bid prices, and unique bid IDs.
2. PICK — The supplier displays buyer information to the consumer on their front end. The consumer selects the businesses they consent to engage with.
3. POST — The supplier sends the complete lead data along with the selected bid IDs in the lp_consent_bids field. Lead Prosper distributes the lead exclusively to the buyers linked to those selected IDs.

On the back end, the buyer configuration uses the {{lp_consent_buyer_bids}} shortcode to handle consent-based distribution.

Pros

• Consumer-driven consent — the consumer controls which buyers receive their information, supporting 1-to-1 TCPA compliance.
• Full buyer transparency — PING responses include buyer details, TCPA entity information, and bid prices.
• Bid management controls at the campaign level:
  • Minimum Returned Bid Price: filter out bids below a price threshold.
  • Maximum Bids Returned: cap the number of bids sent back to the supplier.
  • Default Buyer Bid Margin: apply a percentage margin to all bids automatically.
• Bid display and filtering options:
  • Bids Order: sort by Highest Bidder or return in original buyer order (No Order).
  • De-Duplicate Bids: when multiple buyers return bids for the same TCPA entity, only the highest bid is included.
  • Sell to One TCPA Entity Only: restrict each buyer's response to a single TCPA entity.
  • Blacklist TCPA Names: block specific TCPA entities from ever appearing in PING responses.
• API response customization:
  • Include meta (total_bids, max_bid, execution_time).
  • Include buyer_id with each bid.
  • Include per-bid and combined execution_time.
  • Return all bids including failed bids in the POST response (bids_failed).

Cons

• The most complex campaign type to implement — requires front-end work to display buyers and capture consumer selections.
• Three-phase flow (Ping, Pick, Post) adds latency and integration effort beyond a standard Ping Post Exchange.
• Suppliers must build UI to present buyer/TCPA information and collect consumer consent before posting.

When to Use One-to-One

• Your program requires 1-to-1 consumer consent where the consumer chooses which businesses can contact them.
• TCPA compliance and transparency are priorities.
• You want consumers to see exactly who will receive their information before the lead is distributed.
• You need granular bid management controls (minimum bid thresholds, bid caps, TCPA de-duplication, TCPA blacklisting).

Side-by-Side Comparison

Choosing the right campaign type comes down to how your supplier relationships work, how much pricing control you need before ingestion, and whether consumer consent drives your distribution model.

Direct Post is built for speed and routing flexibility when you want leads ingested immediately and the platform doing the work of finding buyers.

Ping Post Exchange is the right fit when suppliers need a price before they commit and you want exchange-style economics with buyer competition and margin governance.

One-to-One takes that a step further by putting the consumer in control of which buyers receive their information, making it purpose-built for 1-to-1 TCPA consent programs.

All three campaign types share the same core data flow — Supplier → Campaign → Buyer — so switching between them as your program evolves is straightforward.

If you have questions about which campaign type is the best fit for your use case, or need help getting one configured, reach out to the team at support@leadprosper.io.