Native Ads

Native ads are ads formatted to fit the surrounding content and visual design, making them more likely to be viewed and clicked by users. Native ad inventory is available on mobile apps as well as desktop and mobile websites. For more information on native ads, see Overview of native ads.

How it works

A call for a native ad is made to Google. The call specifies one or both of the native ad templates below, each specifying the desired native fields.
Google sends buyers an RTB bid request containing a list of the fields being requested.
Interested buyers respond with the requested fields.
Google runs an auction to select the winning bid and sends the buyer's supplied creative assets to the publisher.
The publisher assembles the assets into a native ad and styles them to fit the site's design.

Message formats

Google supports the OpenRTB specification in both JSON and Protobuf. For native ads, the Protobuf implementation diverges from the specification for both BidRequest.imp[].native.request and BidResponse.seatbid[].bid[].adm. If your bidder is configured to use an OpenRTB Protobuf implementation, you will instead receive BidRequest.imp[].native.request_native, and your responses will need to contain BidResponse.seatbid[].bid[].adm_native. Unlike the JSON implementation, these will be Protobuf messages rather than strings. The following table describes what differs between the two OpenRTB formats:

Protocol	Field	type
`PROTOCOL_OPENRTB_2_4` (JSON)	`BidRequest.imp[].native.request`	`String`
`PROTOCOL_OPENRTB_2_4` (JSON)	`BidResponse.seatbid[].bid[].adm`	`String`
`PROTOCOL_OPENRTB_PROTOBUF_2_4` (Protobuf)	`BidRequest.imp[].native.request_native`	`NativeRequest`
`PROTOCOL_OPENRTB_PROTOBUF_2_4` (Protobuf)	`BidResponse.seatbid[].bid[].adm_native`	`NativeResponse`

Note: If you are using the Protobuf OpenRTB implementation, you will not receive BidRequest.imp[].native.request and must respond with BidResponse.seatbid[].bid[].adm_native. Protobuf bid responses containing BidResponse.seatbid[].bid[].adm will be filtered.

Required and recommended fields

The tables below show fields labeled Required or Recommended. The following rules apply:

Fields marked Required are required by the bidder.
Fields marked Recommended are not required by the bidder, and the publisher may or may not display them if supplied (for example, star rating).
Call to Action (CTA) is always marked as Recommended because a default is assigned if one is not sent by the bidder, but it will always be displayed if sent.

Native ad templates

Google supports the two most common native ad templates for non-video and video native ads:

App install ad template - Promote and drive mobile app installs.
Content ad template - More generic combination of text and images for brand or web ads.
Video app install ad template
Video content ad template

Other templates exist, and may have a different set of requirements for fields, dimensions, and sizes.

App install ad template

The following table lists the fields of an app install ad template. Mobile apps use these fields to create native app install ads.

Field	Description	Required or Recommended?	Always displayed?	Recommended image size/max number of chars	Example
Headline	The app title	Required	Yes	25 chars	Flood-It!
Image	A screenshot from the app, or another relevant image	Required	No	1,200px x 627px or 600px x 600px depending on the aspect ratio required by the publisher.	<A screenshot from the game Flood-It!>
Body	Main text of the app	Required	No	90 chars	Deceptively simple + tantalizingly challenging = delightfully addictive!
App icon	The app icon	Required	No	128 x 128 px	<Flood-it! app icon>
Call to action	Desired user action	Recommended	Yes	15 chars	Install
Star rating	Number of stars (0 - 5) representing the app's rating in the app store	Recommended	No	0 - 5	4.5
Price	The cost of the app	Recommended	No	15 chars	Free

Notes about text length

If a buyer sends a text asset (body text, for example) longer than the suggested maximum number of characters, the text may be truncated and ellipsized by Google or the publisher. Note that the truncation limits are half the size in Chinese, Japanese, and Korean. For example, the headline limit is 90 for English and 45 for Chinese.

Notes about image size

Publishers are allowed to:

Crop the main image symmetrically by up to 20% in one dimension (height or width).
Scale the image without changing its aspect ratio.
Images that have aspect ratios substantially different than those implied by the height and width may be filtered.

Content ad template

The following table lists the fields of a content ad template. Publishers use these fields to create native content ads.

Field	Description	Required or Recommended?	Always displayed?	Recommended image size/max number of chars *	Example
Headline	The ad header	Required	Yes	25 chars	Lowest mortgage rates
Image	The ad's primary image	Required	No	1,200px x 627px or 600px x 600px depending on the aspect ratio required by the publisher.	<Ad's main image>
Body	The ad content	Required	No	90 chars	Your home sweet Brooklyn home - cheaper and sooner than you think!
Logo	Advertiser’s logo or another relevant small image	Recommended	No	128 x 128 px	<NY Mortgage Inc.'s logo>
Call to action	User's desired action	Recommended	No	15 chars	Get a quote
Advertiser	Text that identifies the advertiser or brand	Required	No	25 chars	NY Mortgage Inc.

Video app install ad template

Field	Description	Required or Recommended?	Always displayed?	Recommended image size/max number of chars *	Example
Video	The video VAST response containing all necessary assets to play back a video ad.	Required	No	-	A URL to VAST XML containing a Flood-It! Video ad
Headline	The app title	Required	Yes	25 chars	Flood-It!
Image	Image (thumbnail) shown in the player before the video ad is clicked or while it is loading.	Required	No	Should match aspect ratio of video (for example: 1280x720 for 16x9 video, 4x3 for 640x480 video).	A screenshot from the game Flood-It! Or from the video
Body	Main text of the app	Required	No	90 chars	Deceptively simple + tantalizingly challenging = delightfully addictive!
App icon	The app icon	Required	No	128 x 128 px	Flood-it! app icon
Call to action	Desired user action	Required	Yes	15 chars	Install
Star rating	Number of stars (0 - 5) representing the app's rating in the app store	Recommended	No	0 - 5	4.5
Price	The cost of the app	Recommended	No	15 chars	Free

Restrictions

Video: All video must be in the form of a VAST URL or a VAST Tag. A raw video file such as a WebM, MP4, etc cannot be specified.
Text length: If a buyer specifies a text asset such as the body in the response, it may be truncated and ellipsized by Google or the publisher. Note that truncation limits are half the size in Chinese, Japanese, and Korean. For example, the headline limit is 90 in English and 45 for Chinese.
Image size: Publishers are allowed to:
- Crop the main image symmetrically by up to 20% in one dimension (height or width.
- Scale the image without changing its aspect ratio.

App install ad example

Video content ad template

Field	Description	Required or Recommended?	Always displayed?	Recommended image size/max number of chars *	Example
Video	The video VAST response containing all necessary assets to play back a video ad.	Required	Yes	-	A URL to VAST XML containing a Flood-It! Video ad
Headline	The ad header	Required	Yes	25 chars	Lowest mortgage rates
Image	Image (thumbnail) shown in the player before the video ad is clicked or while it is loading.	Required	No	Should match aspect ratio of video (for example: 1280x720 for 16x9 video, 4x3 for 640x480 video).	A screenshot from the video
Body	The ad content	Required	No	90 chars	Your home sweet Brooklyn home - cheaper and sooner than you think!
Logo	Advertiser’s logo or another relevant small image	Recommended	No	128 x 128 px	NY Mortgage Inc.'s logo
Call to action	User's desired action	Required	No	15 chars	Get a quote
Advertiser	Text that identifies the advertiser or brand	Required	No	25 chars	NY Mortgage Inc.

Meta fields

The following meta fields are shared by all supported ad templates:

Authorized Buyers real time protocol buffer	Authorized Buyers OpenRTB Equivalent	Description
`NativeAd.click_link_url`	`Link.url`	The URL that will be called by the browser when the user clicks the ad. Can be the first step of a redirect chain that eventually leads to the landing page. For native ads, we recommend using `click_link_url` as the field to set the destination where the user will ultimately go. It is required to use this field in the case of dynamic landing pages.
`Ad.click_through_url`	`Bid.adomain`	Must be set if the bidder intends to bid. This is the set of destination URLs for the snippet, including the URLs that the user will go to if they click on the displayed ad, and any URLs that are visible in the rendered ad. Do not include intermediate calls to the adserver that are unrelated to the final landing page. A BidResponse that returns a snippet or video ad but declares no `click_through_url` will be discarded. Only set this field if `html_snippet`, `video_url`, or `native_ad` are set. This data is used as a destination URL declaration, for example for post-filtering of publisher-blocked URLs or ad categorization. Refer to `NativeAd.click_link_url` above when using native ads. For non-native ads, it is not used for click tracking or any other ad functionality; it is only used as a destination URL declaration. For native ads, if `NativeAd.click_link_url` is not set, the first value of `click_through_url` is used to direct the user to the landing page. In addition, all values are used as destination URL declarations (similar to the non-native case).
`NativeAd.click_tracking_urls`	`Link.clicktrackers`	Optional. Additional URLs that allow advertisers to track user clicks on the ad.
`Ad.ad_choices_destination_url`	`BidExt.ad_choices_destination_url`	Link to an ad preferences or opt-out page. If present, a standard AdChoices icon is added to the native creative and linked to this URL. This is supported for native ads but is not part of the native message in the bid response.
`Ad.impression_tracking_url`	`NativeResponse.imptrackers`	The native impression should be tracked with `impression_tracking_url` in Authorized Buyers real-time bidding proto or Native imptrackers in OpenRTB.

Required and recommended fields

required_fields and recommended_fields are specified by the publisher. We show how to translate these bit fields to determine if a field is required or recommended.

A bit field uses each bit of a binary value to store a true or false statement, equivalent to sending many boolean signals like is_logo_required, is_header_required, etc. but all packed together.

Example

For this example we'll use a required_fields value of 1085.

First, find the equivalent binary value: 10000111101

Once you have the binary value, you can check the bits to see if a field is required (1) or not required (0).

The table below maps the fields to their place in the binary value. Read the binary from right to left, with the 1-bit corresponding to the right-most place in the binary value.

Field	Binary value placement (right to left)
`HEADLINE`	`1`
`BODY`	`2`
`CALL_TO_ACTION`	`4`
`ADVERTISER`	`8`
`IMAGE`	`16`
`LOGO`	`32`
`APP_ICON`	`64`
`STAR_RATING`	`128`
`PRICE`	`256`
`STORE`	`512`
`VIDEO`	`1024`

Looking at the example binary value 10000111101, the 1-bit (rightmost) is 1, signifying a required value. According to the table, the 1-bit corresponds to HEADLINE.

The 2-bit (second value from the right) is 0 signifying not required. The 2-bit corresponds to BODY.

Here are all the interpreted required fields in our example:

Value	Description	Required?
`1`	`VIDEO`	Yes
`0`	`STORE`	No
`0`	`PRICE`	No
`0`	`STAR_RATING`	No
`0`	`APP_ICON`	No
`1`	`LOGO`	Yes
`1`	`IMAGE`	Yes
`1`	`ADVERTISER`	Yes
`1`	`CALL_TO_ACTION`	Yes
`0`	`BODY`	No
`1`	`HEADLINE`	Yes

NativeAdTemplate message

When receiving a bid request containing native inventory, it will contain a populated BidRequest.adSlot[].native_ad_template. The NativeAdTemplate message provides specifications for:

Fields that are required or recommended.
Dimensions for images, logos, and app icons.
Specifications for the style in which the ad is rendered.

Note: For the style_layout_type field, PIXEL indicates that the native unit is of a fixed size, while FLUID means it scales to fill the width of the enclosing column and adjusts the height to retain the aspect ratio. When FLUID is specified, the height and width may come through as 1x1.

message BidRequest {
  //...
  message AdSlot {
    //...

    message NativeAdTemplate {
      // Defines the bits used in required_fields and recommended_fields.
      // There is one bit for each of the fields in BidResponse.Ad.NativeAd
      enum Fields {
        NO_FIELDS = 0x0;
        HEADLINE = 0x1;
        BODY = 0x2;
        CALL_TO_ACTION = 0x4;
        ADVERTISER = 0x8;
        IMAGE = 0x10;
        LOGO = 0x20;
        APP_ICON = 0x40;
        STAR_RATING = 0x80;
        PRICE = 0x100;
        DEPRECATED_STORE = 0x200;
        VIDEO = 0x400;
      }

      // Bitfield describing which fields are required by the publisher. Bid
      // responses with no value for these fields will be rejected. Click
      // and view tracking urls are always implicitly required.
      optional int64 required_fields = 1;

      // Bitfield describing which fields are recommended by the publisher.
      // All recommended field are supported, but not all recommended fields
      // are required.
      optional int64 recommended_fields = 2;

      // max_safe_length indicates the maximum number of Unicode characters that
      // are guaranteed to be shown without truncation. Longer strings may be
      // truncated and ellipsized by Ad Exchange or the publisher during
      // rendering.
      optional int32 headline_max_safe_length = 3;
      optional int32 body_max_safe_length = 4;
      optional int32 call_to_action_max_safe_length = 5;
      optional int32 advertiser_max_safe_length = 6;
      optional int32 price_max_safe_length = 15;

      // The width and height from which to calculate the required aspect ratio.
      // You can provide a larger image in the response. Images that have aspect
      // ratios substantially different than those implied by the height and
      // width may be filtered.
      optional int32 image_width = 7;
      optional int32 image_height = 8;
      optional int32 logo_width = 9;
      optional int32 logo_height = 10;
      optional int32 app_icon_width = 11;
      optional int32 app_icon_height = 12;

      // Globally distinct id for the specific style, HTML, and CSS with which
      // the native ad is rendered.
      optional int32 style_id = 16;

      // Type of style layout for each native ad template.
      enum LayoutType {
        PIXEL = 0;
        FLUID = 1;
      }
      optional LayoutType style_layout_type = 17 [default = PIXEL];

      // If the style_layout_type is Pixel, width and height of the
      // entire native ad after rendering. If the style_layout_type is
      // Fluid, the style_height and style_width may optionally
      // not be populated.
      optional int32 style_height = 18;
      optional int32 style_width = 19;
    }
    repeated NativeAdTemplate native_ad_template = 51;
  }

    // NativePlacementType describes placement of native ad slot with respect to
    // surrounding context.
    enum NativePlacementType {
      PLACEMENT_UNKNOWN = 0;
      // In the feed of content - for example as an item inside the organic
      // feed/grid/listing/carousel.
      PLACEMENT_IN_FEED = 1;
      // In the atomic unit of the content - i.e., in the article page or single
      // image page.
      PLACEMENT_ATOMIC_UNIT = 2;
      // Outside the core content - for example in the ads section on the right
      // rail, as a banner-style placement near the content, etc.
      PLACEMENT_OUTSIDE = 3;
      // Recommendation widget, most commonly presented below the article
      // content.
      PLACEMENT_RECOMMENDATION = 4;
    }

    optional NativePlacementType native_placement_type = 45;

  // ...
}

NativeAd message

When bidding on native inventory, a buyer must populate BidResponse.ad[].native_ad with required fields declared in the corresponding BidRequest.adSlot[].native_ad_template.

Note: Some additional fields found in BidResponse.Ad are also included below because they are relevant to native ads.

message BidResponse {
  //...
  message Ad {
    //...

    message NativeAd {
      // A short title for the ad.
      optional string headline = 1;

      // A long description of the ad.
      optional string body = 2;

      // A label for the button that the user is supposed to click.
      optional string call_to_action = 3;

      // The name of the advertiser or sponsor, to be displayed in the ad
      // creative.
      optional string advertiser = 4;

      // Next tag to use: 4
      message Image {
        optional string url = 1;

        // Image width and height are specified in pixels. You may provide a
        // larger image than was requested, so long as the aspect ratio is
        // preserved.
        optional int32 width = 2;
        optional int32 height = 3;
      }

      // A large image.
      optional Image image = 5;

      // A smaller image, for the advertiser's logo.
      optional Image logo = 6;

      // The app icon, for app download ads.
      optional Image app_icon = 7;

      // The video file. Only set this field if the video field is requested.
      oneof video {
        // The URL to fetch a video ad. The URL should return an XML response
        // that conforms to VAST standards.
        string video_url = 13;

        // The VAST document to be returned.
        string video_vast_xml = 16;
      }

      // The app rating in the app store. Must be in the range [0-5].
      optional double star_rating = 8;

      // The URL that the browser/SDK will load when the user clicks the ad.
      // This can be the landing page directly, or the first step of a redirect
      // chain that eventually leads to it. For backward compatibility, if this
      // is not set, the first Ad.click_through_url is used.
      optional string click_link_url = 14;

      // The URL to use for click tracking. The SDK pings click tracking url on
      // a background thread. When resolving the url, HTTP 30x redirects are
      // followed. The SDK ignores the contents of the response; this URL
      // has no effect on the landing page for the user.
      // This field is planned to be deprecated and we are moving to the
      // repeated click_tracking_urls field.
      optional string click_tracking_url = 11;

      // The URLs to use for click tracking. This will be used throughout the
      // serving stack and will incorporate any URL in click_tracking_urls.
      repeated string click_tracking_urls = 15;

      // The price of the promoted app including the currency info.
      optional string price = 10;

    };
    optional NativeAd native_ad = 18;

    // The set of destination URLs for the snippet. This includes the URLs that
    // the user will go to if they click on the displayed ad, and any URLs that
    // are visible in the rendered ad. Do not include intermediate calls to the
    // adserver that are unrelated to the final landing page. A BidResponse that
    // returns a snippet or video ad but declares no click_through_url will be
    // discarded. Only set this field if html_snippet or video_url or native_ad
    // are set. This data is used as a destination URL declaration, for example
    // for post-filtering of publisher-blocked URLs or ad categorization.
    //
    // For non-native ads, it is not used for click tracking or any
    // other ad functionality; it is only used as a destination URL
    // declaration.
    //
    // For native ads, if NativeAd.click_link_url is not set, the first
    // value of click_through_url is used to direct the user to the landing
    // page. In addition, all values are used as destination
    // URL declarations (similar to the non-native case).
    repeated string click_through_url = 4;

    //...

    // The URLs to call when the impression is rendered. The SDK pings
    // impression urls on a background thread and ignores the contents
    // of the response.
    repeated string impression_tracking_url = 19;

    // Link to ad preferences page. This is only supported for native ads.
    // If present, a standard AdChoices icon is added to the native ad creative and
    // linked to this URL.
    optional string ad_choices_destination_url = 21;
    // ...
  }
}

Example bid requests

Note: to understand what is required or optional to appear in the response, refer to BidRequest.adslot.native_ad_template in the Google request below. For OpenRTB JSON, the requirements are found in the request field of BidRequest.imp.native. For OpenRTB Protobuf, refer to the request_native field of BidRequest.imp.native.

Non-video bid requests

Google

Show me the example

id: "\317\3647\n\000\310\344\221\032\367\341\265\311\266\365\350\302m\364,\2601\332"
ip: "\300\250"
user_agent: "Mozilla/5.0 (Linux; Android 7.0; SH-L02 Build/S3250; wv) AppleWebKit/537.36 (KHTML, like Gecko) Version/4.0 Chrome/91.0.4472.164 Mobile Safari/537.36 YJApp-ANDROID jp.co.yahoo.android.yjtop/3.98.1"
url: "https://www.google.com"
detected_language: "ja"
adslot {
  id: 1
  excluded_attribute: 20
  excluded_attribute: 22
  allowed_vendor_type: 3
  allowed_vendor_type: 42
  excluded_sensitive_category: 27
  excluded_sensitive_category: 4
  matching_ad_data {
    billing_id: 80559515035
    billing_id: 15537431631
    minimum_cpm_micros: 1000000
  }
  slot_visibility: BELOW_THE_FOLD
  excluded_product_category: 10159
  excluded_product_category: 10366
  ad_block_key: 3239079839
  publisher_settings_list_id: 7170312995321979936
  publisher_settings_list_id: 2468870093778427977
  allowed_restricted_category: 33
  iframing_state: UNKNOWN_IFRAME_STATE
  viewability: 5
  allowed_restricted_category_for_deals: 33
  click_through_rate: 0.0011931646149605513
  allowed_ad_types: ALLOWED_AD_TYPE_NATIVE
  is_amp_page: DIALECT_HTML
  amp_ad_requirement_type: AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED
  session_depth: 1
  native_placement_type: PLACEMENT_IN_FEED
  native_ad_template {
    required_fields: 25
    recommended_fields: 0
    headline_max_safe_length: 25
    body_max_safe_length: 90
    call_to_action_max_safe_length: 15
    advertiser_max_safe_length: 25
    image_width: 600
    image_height: 600
    style_id: 290712
    style_layout_type: FLUID
    style_height: 1
    style_width: 1
  }
  creative_enforcement_settings {
    policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY
    publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES
    is_default: true
  }
}
is_test: false
cookie_version: 1
google_user_id: "1LwU67pPy854o45H18ccJ1s334M"
mobile {
  is_app: false
  is_mobile_web_optimized: true
}
cookie_age_seconds: 1555200
hosted_match_data: "\317$\303X\321\024\313@\232\242\252\331\263^\2122\264\341b"
geo_criteria_id: 1009565
seller_network_id: 16066
publisher_type: PUBLISHER_OWNED_AND_OPERATED
device {
  device_type: HIGHEND_PHONE
  platform: "android"
  brand: "sharp"
  model: "sh-l02"
  os_version {
    major: 7
    minor: 0
  }
  carrier_id: 0
  screen_width: 320
  screen_height: 569
  screen_pixel_ratio_millis: 2250
  limit_ad_tracking: false
}
publisher_country: "JP"
publisher_id: "pub-1111111111111111"
response_deadline_ms: 300
google_query_id: "ANy-zR3FRI-87J3L103e4u88x6G9V2N6879v1js27BNmotsj60NRm3366Y0vTB92y6W44dMp"
auction_type: FIRST_PRICE
geo {
  lat: 34.69
  lon: 135.2
  country: "JPN"
  region: "JP-28"
  city: "Kobe"
  accuracy: 15905
}
user_agent_data {
  browser {
    brand: "jp.co.yahoo.android.yjtop"
    version: "3"
    version: "98"
  }
  platform {
    brand: "android"
    version: "7"
    version: "0"
  }
  mobile: true
  model: "sh-l02"
}
page_visibility: VISIBILITY_STATE_VISIBLE
supply_chain {
  complete: true
  nodes {
    advertising_system_identifier: "google.com"
    seller_identifier: "pub-1111111111111111"
    handles_payment: true
  }
  version: "1.0"
}

OpenRTB JSON

Show me the example

{
  "id": "3WWHb9Lq79xHO9xs23Gn1e",
  "imp": [
    {
      "id": "1",
      "tagid": "2416167282",
      "bidfloor": 0.01,
      "bidfloorcur": "USD",
      "secure": 1,
      "native": {
        "request": "{\"ver\":\"1.2\",\"assets\":[{\"id\":1,\"required\":1,\"title\":{\"len\":90}},{\"id\":2,\"data\":{\"type\":12,\"len\":15}},{\"id\":3,\"required\":1,\"data\":{\"type\":1,\"len\":25}},{\"id\":4,\"required\":1,\"img\":{\"type\":3,\"wmin\":600,\"hmin\":600}}],\"eventtrackers\":[{\"event\":1,\"methods\":[1]}],\"ext\":{\"style_id\":151483,\"style_height\":50,\"style_width\":320}}",
        "ver": "1.2",
        "api": [
          1,
          2
        ]
      },
      "metric": [
        {
          "type": "click_through_rate",
          "value": 0.00043159257620573044,
          "vendor": "EXCHANGE"
        },
        {
          "type": "viewability",
          "value": 0.96,
          "vendor": "EXCHANGE"
        }
      ],
      "ext": {
        "billing_id": [
          56982500334
        ],
        "publisher_settings_list_id": [
          3976073795055368263,
          2078553529105944732
        ],
        "allowed_vendor_type": [
          3,
          42
        ],
        "ampad": 3,
        "excluded_creatives": [
          {
            "buyer_creative_id": "EXCLUDED_BUYER_CREATIVE_ID"
          },
          {
            "buyer_creative_id": "EXCLUDED_BUYER_CREATIVE_ID"
          }
        ],
        "allowed_restricted_category": [
          33
        ],
        "creative_enforcement_settings": {
          "policy_enforcement": 2,
          "publisher_blocks_enforcement": 1,
          "is_default": true
        }
      }
    }
  ],
  "site": {
    "page": "https://www.google.com",
    "publisher": {
      "id": "pub-1111111111111111",
      "ext": {
        "country": "US"
      }
    },
    "content": {
      "livestream": 0,
      "language": "en"
    },
    "mobile": 1,
    "ext": {
      "amp": 0,
      "page_visibility": 1
    }
  },
  "device": {
    "ua": "Mozilla/5.0 (iPhone; CPU iPhone OS 14_6 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148 [FBAN/FBIOS;FBDV/iPhone10,6;FBMD/iPhone;FBSN/iOS;FBSV/14.6;FBSS/3;FBID/phone;FBLC/en_GB;FBOP/5]",
    "ip": "192.168.1.0",
    "geo": {
      "lat": 0.0,
      "lon": 0.0,
      "country": "GBR",
      "region": "GB-NIR",
      "city": "Newry",
      "zip": "BT35",
      "type": 2,
      "accuracy": 2465
    },
    "make": "apple",
    "model": "iphone",
    "os": "iOS",
    "osv": "14.6",
    "devicetype": 4,
    "lmt": 0,
    "w": 375,
    "h": 812,
    "pxratio": 3,
    "ext": {
      "user_agent_data": {
        "platform": {
          "brand": "iphone",
          "version": [
            "14",
            "6"
          ]
        },
        "mobile": true
      }
    }
  },
  "user": {
    "ext": {
      "consented_providers_settings": {
        "additional_consent": ""
      },
      "consent": "OMITTED"
    }
  },
  "at": 1,
  "tmax": 122,
  "cur": [
    "USD"
  ],
  "bcat": [
    "IAB7-41",
    "IAB7-15"
  ],
  "regs": {
    "ext": {
      "gdpr": true
    }
  },
  "source": {
    "ext": {
      "schain": {
        "complete": 0,
        "nodes": [
          {
            "asi": "google.com",
            "sid": "pub-3605257360853185",
            "hp": 1
          }
        ],
        "ver": "1.0"
      }
    }
  },
  "ext": {
    "google_query_id": "ANy-z26wv6-TkFNd60v183jq58ys8SU4r9DKM1Z8wu95p28Z4y9821JJDo0I7g2qAVw0Ay72"
  }
}

OpenRTB Protobuf

Show me the example

id: "i05yqovY8iE3723703Qu23"
imp {
  id: "1"
  tagid: "4868223904"
  bidfloor: 0.01
  bidfloorcur: "USD"
  secure: true
  native {
    ver: "1.2"
    battr: EXPANDABLE_ROLLOVER_INITIATED
    battr: VIDEO_IN_BANNER_AUTO_PLAY
    request_native {
      ver: "1.2"
      assets {
        id: 1
        required: true
        title {
          len: 90
        }
      }
      assets {
        id: 2
        data {
          type: CTATEXT
          len: 15
        }
      }
      assets {
        id: 3
        required: true
        data {
          type: SPONSORED
          len: 25
        }
      }
      assets {
        id: 4
        required: true
        img {
          type: MAIN
          wmin: 1200
          hmin: 627
        }
      }
      plcmttype: ATOMIC_UNIT
      eventtrackers {
        event: IMPRESSION
        methods: IMG
      }
      [com.google.doubleclick.native_ext] {
        style_id: 214395
        style_height: 1
        style_width: 1
        style_layout_type: FLUID
      }
    }
  }
  metric {
    type: "click_through_rate"
    value: 0.0050687906332314014
    vendor: "EXCHANGE"
  }
  metric {
    type: "viewability"
    value: 0.22
    vendor: "EXCHANGE"
  }
  [com.google.doubleclick.imp] {
    billing_id: 32760526026
    publisher_settings_list_id: 2692955294491558889
    publisher_settings_list_id: 7297870823618330055
    allowed_vendor_type: 42
    allowed_vendor_type: 144
    ampad: AMP_AD_ALLOWED_AND_EARLY_RENDERED
    creative_enforcement_settings {
      policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY
      publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES
      is_default: true
    }
  }
}
site {
  publisher {
    id: "pub-1111111111111111"
    [com.google.doubleclick.publisher] {
      country: "US"
    }
  }
  content {
    livestream: false
    language: "en"
  }
  mobile: true
  [com.google.doubleclick.site] {
    amp: DIALECT_HTML_AMP
    page_visibility: VISIBILITY_STATE_VISIBLE
  }
}
device {
  ua: "Mozilla/5.0 (Linux; Android 9; moto x4) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.164 Mobile Safari/537.36"
  ip: "192.168.1.0"
  geo {
    lat: 0.0
    lon: 0.0
    country: "USA"
    region: "MA"
    metro: "506"
    type: IP
    accuracy: 31320
  }
  carrier: "70093"
  make: "motorola"
  model: "moto x4"
  os: "android"
  osv: "9"
  devicetype: HIGHEND_PHONE
  lmt: false
  w: 424
  h: 753
  pxratio: 2.55
  [com.google.doubleclick.device] {
    user_agent_data {
      browser {
        brand: "Chrome"
        version: "91"
        version: "0"
      }
      platform {
        brand: "android"
        version: "9"
      }
      mobile: true
      model: "moto x4"
    }
  }
}
user {
  id: "M9S2n13Rx36K5Tri6xQ132khi38"
  buyeruid: "8mlqHM2ztHOn8QNHgIelQh32AARY1X84"
  customdata: "Z5T19eEgc79325K096A8E6R46m281To50aR0f5F0o16UEisA"
  [com.google.doubleclick.user] {
  }
}
at: FIRST_PRICE
tmax: 122
cur: "USD"
bcat: "IAB12"
bcat: "IAB9-30"
source {
  [com.google.doubleclick.source] {
    schain {
      complete: 1
      nodes {
        asi: "google.com"
        sid: "pub-7439281311086140"
        hp: 1
      }
      ver: "1.0"
    }
  }
}
[com.google.doubleclick.bid_request] {
  google_query_id: "ANy-z0f3m8-Ek826zueXC0l3bU743v77p1A00tMx2kzJ918P683276963egJ4J4L4k5Va64p"
}

Video bid requests

{
  id: "\\\123/f\000\t\456&\n\789\1234\"\001a\123",
  ip: "\0338\355",
  google_user_id: "CAESEJ1ur2l94_8ruuu",
  cookie_version: 1,
  cookie_age_seconds: 5184000,
  hosted_match_data: "W9ABDAAAAGR67nl0",
  user_agent: "Mozilla/5.0 (Linux; Android 5.1; CP8298_I00) Mobile Safari/537.36",
  publisher_country: "IN",
  geo_criteria_id: 1007796,
  timezone_offset: 330,
  publisher_id: "pub-2230723027927371",
  seller_network_id: 989,
  url: "https://m.example.com",
  detected_language: [en],
  google_query_id: "ANy-zJEgdus4l0MishbSmH0eOcXUA1Fbo4_tKROsbR37q",
  auction_type: "SECOND_PRICE",
  device: {
    device_type: "HIGHEND_PHONE",
    platform: "android",
    brand: "coolpad",
    model: "cp8298_i00",
    os_version: {
      major: 5,
      minor: 1
    },
    carrier_id: 70210,
    screen_width: 360,
    screen_height: 640,
    screen_pixel_ratio_millis: 2000
  },
  mobile: {
    is_app: false,
    is_mobile_web_optimized: true,
    DEPRECATED_platform: "android",
    DEPRECATED_mobile_device_type: "HIGHEND_PHONE",
    DEPRECATED_brand: "coolpad",
    DEPRECATED_model: "cp8298_i00",
    DEPRECATED_os_version: {
      os_version_major: 5,
      os_version_minor: 1
    },
    DEPRECATED_screen_width: 360,
    DEPRECATED_screen_height: 640,
    DEPRECATED_carrier_id: 70210,
    DEPRECATED_device_pixel_ratio_millis: 2000
  },
  publisher_type: "ADX_PUBLISHER_OWNED_AND_OPERATED",
  adslot: [{
    id: 1,
    ad_block_key: 2882274820,
    width:   [300,250],
    height:   [250,250],
    excluded_attribute:   [114,22,34,25,27,13,14,15,16,17,18,19,20,25,27,22],
    allowed_vendor_type:   [42,144,575,698,704,743,776,785,793,797,808,828,832,885],
    excluded_sensitive_category:   [36,27,19,4,23,30,10,3,31,5,8,37,18],
    excluded_product_category:   [10031,11669,13423,13525,13566,13589,13612,13740],
    excluded_creatives:   [{
      buyer_creative_id: "1234567.1234567890-ssl"
    }],
    matching_ad_data:   [{
      billing_id:     [6629616415,51386650457],
      minimum_cpm_micros: 1380000,
      direct_deal:     [{
        direct_deal_id: 410401,
        fixed_cpm_micros: 1360000,
        deal_type: "PREFERRED_DEAL",
        publisher_blocks_overridden: true
      },{
        direct_deal_id: 240644,
        fixed_cpm_micros: 1500000,
        deal_type: "PREFERRED_DEAL",
        publisher_blocks_overridden: true
      }]
    },{
      billing_id:     [1234567890],
      minimum_cpm_micros: 1380000
    }],
    publisher_settings_list_id:   [12109930661871909476,11138951146123409010],
    slot_visibility: "BELOW_THE_FOLD",
    viewability: 30,
    click_through_rate: 0.0010072842,
    iframing_state: "UNKNOWN_IFRAME_STATE",
    native_ad_template:   [{
      required_fields: 1065,
      recommended_fields: 4,
      headline_max_safe_length: 25,
      body_max_safe_length: 90,
      call_to_action_max_safe_length: 15,
      advertiser_max_safe_length: 25,
      logo_width: 100,
      logo_height: 100,
      style_id: 199892,
      style_height: 250,
      style_width: 300
    }],
    sticky_settings: {

    },
    renderer: "GOOGLE",
    is_amp_page: "DIALECT_HTML",
    amp_ad_requirement_type: "AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED",
    allowed_ad_types:   [ALLOWED_AD_TYPE_BANNER,ALLOWED_AD_TYPE_NATIVE],
    session_depth: 1,
    internal_data: {

    }
  }],
  response_deadline_ms: 122,
  is_test: false
}

Example bid responses

Note that the values in these response are not intended to match the corresponding requests above. However, if the template in the request suggests required/optional fields, the responses here adhere to those requirements.

Non-video bid responses

Google

Show me the example

ad {
  adslot {
    id: 1
    max_cpm_micros: 1000000000
    billing_id: 80559515035
    deal_id: 1
    buyer_reporting_id: "83623oy"
  }
  click_through_url: "google.com"
  attribute: 47
  buyer_creative_id: "test_creative_id_771289"
  native_ad {
    headline: "Luxury Mars Cruises"
    body: "Visit the planet in a luxury spaceship."
    call_to_action: "Book today"
    advertiser: "Galactic Luxury Cruises"
    image {
      url: "https://native.test.com/image?id=123456"
      width: 300
      height: 300
    }
    logo {
      url: "https://native.test.com/logo?id=123456"
      width: 500
      height: 500
    }
    app_icon {
      url: "https://native.test.com/icon?id=123456"
      width: 500
      height: 500
    }
    click_link_url: "https://www.google.com"
  }
  impression_tracking_url: "https://test.com/imp?id=123456"
  impression_tracking_url: "https://test.com/imp?id=123456"
  ad_choices_destination_url: "https://test.com/preferences"
  event_notification_token: "token"
}
ad {
  adslot {
    id: 1
    max_cpm_micros: 17001960
    billing_id: 80559515035
    deal_id: 1
    buyer_reporting_id: "CxA37g1"
  }
  click_through_url: "google.com"
  attribute: 47
  buyer_creative_id: "test_creative_id_771289"
  native_ad {
    headline: "Luxury Mars Cruises"
    body: "Visit the planet in a luxury spaceship."
    call_to_action: "Book today"
    advertiser: "Galactic Luxury Cruises"
    image {
      url: "https://native.test.com/image?id=123456"
      width: 300
      height: 300
    }
    logo {
      url: "https://native.test.com/logo?id=123456"
      width: 1080
      height: 1080
    }
    app_icon {
      url: "https://native.test.com/icon?id=123456"
      width: 1080
      height: 1080
    }
    click_link_url: "https://www.google.com"
  }
  impression_tracking_url: "https://test.com/imp?id=123456"
  ad_choices_destination_url: "https://test.com/preferences"
  event_notification_token: "token"
}
processing_time_ms: 5

OpenRTB JSON

Show me the example

{
  "id": "4do3FUVCcfI1R9gOPtuz61",
  "seatbid": [
    {
      "bid": [
        {
          "id": "U49HH682PFp760ZBP88",
          "impid": "1",
          "price": 0.02931,
          "adid": "test_creative_id_317050",
          "adm": "{\"assets\": [{\"id\": 1, \"title\": {\"text\": \"Luxury Mars Cruises\"}}, {\"id\": 2, \"data\": {\"value\": \"Book today\"}}, {\"id\": 3, \"data\": {\"value\": \"Galactic Luxury Cruises\"}}, {\"id\": 4, \"img\": {\"url\": \"https://native.test.com/image?id=123456\", \"w\": 1200, \"h\": 627}}], \"link\": {\"url\": \"https://www.google.com\", \"clicktrackers\": [\"https://native.test.com/click?id=123456\"]}, \"imptrackers\": [\"https://test.com/impression?id=123456&amt=${AUCTION_PRICE}\"]}",
          "adomain": [
            "google.com"
          ],
          "cid": "56982500334",
          "crid": "test_creative_id_317050",
          "ext": {
            "ad_choices_destination_url": "https://test.com/preferences"
          }
        }
      ],
      "seat": "6640:6155:359388"
    }
  ],
  "bidid": "803uQvew-u8h55632-6y26-5t31eK6xMOEz"
}

OpenRTB Protobuf

Show me the example

id: "DD711z8814Qr5222O0eBy0"
seatbid {
  bid {
    id: "r19WV0cNLvq415n707Q"
    impid: "1"
    price: 0.700211921110178
    adid: "test_creative_id_983096"
    adomain: "google.com"
    cid: "32760526026"
    crid: "test_creative_id_983096"
    cat: "IAB10-7"
    burl: "https://test.com/imp?id=123456"
    adm_native {
      ver: "1"
      assets {
        id: 1
        required: true
        title {
          text: "Luxury Mars Cruises"
        }
      }
      assets {
        id: 2
        data {
          value: "Book today"
        }
      }
      assets {
        id: 3
        data {
          value: "Galactic Luxury Cruises"
        }
      }
      assets {
        id: 4
        img {
          url: "https://native.test.com/image?id=123456"
          w: 1200
          h: 627
        }
      }
      link {
        url: "https://www.google.com"
      }
      imptrackers: "https://test.com/impression?id=123456&amt=${AUCTION_PRICE}"
    }
  }
}
cur: "USD"

Video bid responses

bid_response {
  ad {
    ...
    click_through_url: "https://www.exampleDomain.com"
    impression_tracking_url: "https://my_impression_tracking_url.com/"
    ad_choices_destination_url: "https://my_ad_choices_destination_url.com/"
    ...
    native_ad {
      headline: "Lowest mortgage rates"
      video_url: "https://pubads.g.doubleclick.net/gampad/ads?sz=640x480&iu=/124319096/external/single_ad_samples&ciu_szs=300x250&impl=s&gdfp_req=1&env=vp&output=vast"
      call_to_action: "Get a quote"
      advertiser: "NY Mortgage Inc."
      image {
        url: "https://www.example.net/mypromoimage.png"
        width: 1200
        height: 700
      }
      logo {
        url: "https://www.example.net/mylogo.png"
        width: 200
        height: 200
      }
      click_link_url: "https://r1.example.com/r/u1dhfh3cow00/b1_googleadx/830/41972/ ?_b_ctrl=1"
      click_tracking_urls: "https://my_click_tracking_url.com/"
    }
  }
}