Why Did My Lead Not Sell To A Second Buyer In My Ping Post Exchange (Simple)

Think of a Ping Post Exchange as a live auction with you in the middle. When a Supplier has a lead to sell, your Exchange quickly checks with all your Buyers to see how much each one would pay for it (that quick check is the PING), then tells the Supplier the best price you're willing to pay, which is the top Buyer's bid minus your margin. If the Supplier agrees to that price, they send over the lead's full details (the POST), and your Exchange tries to sell it to that top Buyer. Here's the catch: because you already promised the Supplier a specific price for that lead, if the top Buyer looks at the full details and rejects it, you can't just hand the lead to your second-best Buyer instead, since their bid was lower than what you already agreed to pay the Supplier, and selling it to them would mean losing money on that lead. That's why, by default, a Ping Post Exchange lead that gets rejected by the highest bidder on the POST just doesn't sell to anyone else.

Say a Buyer bids $10 for a lead, and your Exchange keeps a $2 margin. That means you tell the Supplier, "We'll pay you $8 for this lead." We return a bid price of $8 to the Supplier, and they agree to sell us that lead for $8.

Now say a second Buyer had only bid $6 for the same lead. If the first Buyer looks at the lead and rejects it, you can't just turn around and sell it to the second Buyer for $6, because you already promised the Supplier $8. Selling it for $6 after paying $8 would lose you $2 on that lead. So instead of selling at a loss, the Exchange just doesn't sell the lead to anyone once the top Buyer says no.