OpenRTB Integration

UID.id contains a publisher-provided identifier, and EID.source contains a publisher ID.

The publisher ID returned by EID.source is the same ID found in ads.txt, and Publisher. For example, this may be populated with a value such as pub-123.

UID.id contains a publisher first-party ID on app and EID.source contains the string doubleclick.net.

These IDs are scoped to the app so there will be a different value for each user and each app.

UID.id contains a publisher first-party ID on web and EID.source contains the string doubleclick.net.

These IDs are scoped to the domain so there will be a different value for each user and each domain.

OpenRTB is websafe base64 (no padding).

At least 1 Imp object is required.

Only applicable and recommended for websites.

One off with app.

(non-browser applications). Only applicable and recommended for apps.

One off with site.

Exchange-specific auction types can be defined using values > 500. Default = SECOND_PRICE.

Experimental feature; may be subject to change. See Set Google-hosted frequency caps for RTB bids for more information. Describes the scope of frequency cap enforcement available for this request. Frequency caps to be enforced for a bid can be specified in the Bid.ext.fcap field.

FREQUENCY_CAPPING_SCOPE_UNKNOWN = 0; Default value which should not be used, or which can indicate that frequency cap scope could not be reliably determined.

FREQUENCY_CAPPING_SCOPE_NONE = 1; Frequency capping based on bid response specifications is not available for this request. A frequency-capped bid for a bid request with no frequency cap availability will be filtered prior to the auction.

FREQUENCY_CAPPING_SCOPE_BROWSER = 2; Frequency capping enforcement is available across multiple sites within the same browser.

FREQUENCY_CAPPING_SCOPE_DEVICE = 3; Frequency capping enforcement is available across multiple sites on the device, excluding browsers.

FREQUENCY_CAPPING_SCOPE_APP = 4; Frequency capping enforcement is available within a single app.

FREQUENCY_CAPPING_SCOPE_SITE = 5; Frequency capping enforcement is available within a single site.

Specifies the reasons that ads returned in response to this request should not be personalized. This signal does not reflect user decisions on surfaces including iOS App Tracking Transparency or Android advertising ID. See BidRequest.device.lmt and BidRequest.device.ext.atts fields for more information.

UNKNOWN = 0; Reason unknown.

PUBLISHER_DECLARED_NPA = 1; The publisher has declared that this request should serve non-personalized ads independent of other signals.

RESTRICT_DATA_PROCESSING= 2; The publisher has requested restricted data processing for this request.

USER_OPT_OUT = 3; The user has opted out of ads personalization.

Indicates the reason why access of local device storage during winning ad rendering and measurement is restricted. See Limited ads requests for additional details.

DEVICE_STORAGE_RESTRICTION_UNKNOWN = 0; Reason unknown.

INSUFFICIENT_USER_CONSENT = 1; This request is subject to user consent requirements to allow for device storage access for advertising use cases such as ads measurement, frequency capping, or profiling, but consent was insufficient or not provided.

Generalization applied to the IP address field populated in the request (either BidRequest.device.ip or BidRequest.device.ipv6).

IP_TRUNCATED = 0; The IP address field is truncated: IPv4 to /24 or IPv6 to /48. The truncated octets are replaced by zeros so the field still parses as a valid IP address, for example "xxx.yyy.zzz.0" for IPv4.

IP_REDACTED = 2; The IP address field is redacted.

Generalization that was applied to the BidRequest.device.ua and BidRequest.device.sua fields, if any.

USER_AGENT_FULL = 0; The BidRequest.device.ua and BidRequest.device.sua fields are provided in full.

USER_AGENT_COARSE = 1; The BidRequest.device.ua and BidRequest.device.sua fields are generalized, which can include limiting browser and OS version information to major versions only and other changes to protect user privacy.

Example strings:
GOOGLE
PUBLISHER
GoogleMobileAds-iOS
GoogleMobileAds-Android
InteractiveMediaAds-iOS
InteractiveMediaAds-Android

Note that the Safari View Controller in iOS 9.x devices is considered a native browser for purposes of this attribute.

UNKNOWN_AMP_AD_REQUIREMENT_TYPE = 1; (Default) AMP ad requirements are unknown.

AMP_AD_NOT_ALLOWED = 2; AMP ads are not allowed.

AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED = 3; Either AMP ads or non-AMP ads are allowed, AMP ads are not early rendered.

AMP_AD_ALLOWED_AND_EARLY_RENDERED = 4; Either AMP ads or non-AMP ads are allowed, AMP ads are early rendered.

AMP_AD_REQUIRED = 5; AMP ads are required. Ads that are non-AMP may be rejected by the publisher.

Possible values:

• FORMAT_UNKNOWN = 0;
• Display banner ads for web or mobile apps. For example, a 320x50 leaderboard slot. This includes out-stream video.

  FORMAT_BANNER = 1;

• A full-screen ad to be displayed inside a mobile app.

  FORMAT_INTERSTITIAL = 2;

• Custom display or video ads for web or mobile apps that match the user experience of the site or app in which they’re placed.

  FORMAT_NATIVE = 3;

• Video ads that appear before, during, or after video content streams.

  FORMAT_VIDEO_VAST = 4;

• Video ads for mobile apps that allow users to voluntarily watch an ad in exchange for an in-app reward.

  FORMAT_REWARDED = 5;

• Interstitial ads that allow users to watch an ad in exchange for an in-app reward. Does not require opt-in. https://support.google.com/admanager/answer/7386053

  FORMAT_REWARDED_INTERSTITIAL = 6;

• App open ads shows at app load screens. App open ads can be closed at any time, and are designed to be shown when the users bring the app to the foreground.

  FORMAT_APP_OPEN = 7;

The type of ads to which the above bid adjustment applies to. Each type corresponds to different ways of how the ad's creative is specified, as described in https://developers.google.com/authorized-buyers/rtb/response-guide#specify-creative. If the ad is SDK-rendered, this will be set to SDK_RENDERED regardless of the actual creative type.

Possible values:

• CREATIVE_TYPE_UNKNOWN = 0;
• HTML_SNIPPET = 1; Banner ads
• VIDEO_VAST = 2; VAST video or audio ads
• NATIVE = 3; Native ads
• SDK_RENDERED = 4; SDK rendered ad

Banner.pos only supports one value. If is_sticky, Banner.pos is populated with stickiness. If unknown_stickiness, slot_visibility is used. Stickiness indicates the banner is always onscreen, whereas visibility above-the-fold or below-the-fold can change as the user scrolls.

Can be one of the following values:

ABOVE_THE_FOLD = 1;

BELOW_THE_FOLD = 3;

HEADER = 4;
Equivalent to sticky_settings.top_horizontal_stickiness in Authorized Buyers RTB protocol.

FOOTER = 5;
Equivalent to sticky_settings.bottom_horizontal_stickiness in Authorized Buyers RTB protocol.

SIDEBAR = 6;
Equivalent to sticky_settings.vertical_stickiness in Authorized Buyers RTB protocol.

Examples:
XHTML_TEXT_AD = 1; // "Usually mobile".
XHTML_BANNER_AD = 2; // "Usually mobile".
JAVASCRIPT_AD = 3; // JavaScript must be valid xhtml
IFRAME = 4; // Iframe.

NO_IFRAME: false
SAME_DOMAIN_IFRAME, CROSS_DOMAIN_IFRAME: true

REQUIRED by the OpenRTB specification: at least 1 element.

LINEAR = 1: Linear/In-stream
NON_LINEAR = 2: Non-linear/Overlay

RECOMMENDED by the OpenRTB specification.

RECOMMENDED by the OpenRTB specification.

At least one supported protocol must be specified.

Examples:
VAST_1_0 = 1;
VAST_2_0 = 2;
VAST_3_0 = 3;

RECOMMENDED by the OpenRTB specification.

RECOMMENDED by the OpenRTB specification.

>0: start delay in seconds
0: PRE_ROLL
-1: GENERIC_MID_ROLL
-2: GENERIC_POST_ROLL

Other values:
videoad_start_delay / 1,000

RECOMMENDED by the OpenRTB specification.

AdX:
VideoPlaybackMethod.AUTO_PLAY_SOUND_ON
VideoPlaybackMethod.AUTO_PLAY_SOUND_OFF
VideoPlaybackMethod.CLICK_TO_PLAY
VideoPlaybackMethod.MOUSE_OVER
VideoPlaybackMethod.ENTER_SOUND_ON
VideoPlaybackMethod.ENTER_SOUND_OFF

AUTO_PLAY_SOUND_ON = 1: Initiates on Page Load with Sound On.
AUTO_PLAY_SOUND_OFF = 2: Initiates on Page Load with Sound Off by Default.
CLICK_TO_PLAY = 3: Initiates on Click with Sound On.
MOUSE_OVER = 4: Initiates on Mouse-Over with Sound On.
ENTER_SOUND_ON = 5: Initiates on Entering Viewport with Sound On.
ENTER_SOUND_OFF = 6: Initiates on Entering Viewport with Sound Off by Default.

STREAMING = 1; Content is transferred continuously by the network; clients receive real-time content for playback while connected. Example: broadcast TV.
PROGRESSIVE = 2; Content is transferred incrementally as client's playback requires. Example: on-demand movies, podcasts, or music.
DOWNLOAD = 3; Content should be transferred completely prior to use/playback. Example: content downloaded to the user's device for offline consumption.

PLCMT_UNKNOWN = 0.
PLCMT_INSTREAM = 1 - Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start, or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky, subsequent ad calls should accurately convey the updated player size.
PLCMT_ACCOMPANYING_CONTENT = 2 - Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page.
PLCMT_INTERSTITIAL = 3 - Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.
PLCMT_NO_CONTENT_STANDALONE = 4 - Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating.

INSTREAM -> IN_STREAM_PLACEMENT
INTERSTITIAL -> FLOATING_PLACEMENT
IN_FEED -> IN_FEED_PLACEMENT IN_ARTICLE -> IN_ARTICLE_PLACEMENT
UNKNOWN_PLACEMENT -> UNDEFINED_VIDEO_PLACEMENT
AUDIO -> UNDEFINED_VIDEO_PLACEMENT
(not set) -> IN_BANNER_PLACEMENT

Note: Deprecated. This will be removed in Jan 2025 per the IAB here: https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/main/AdCOM%20v1.0%20FINAL.md#list--placement-subtypes---video-

Placement type for the impression.

UNDEFINED_VIDEO_PLACEMENT: The video placement is not defined. Default value.
IN_STREAM_PLACEMENT: Played before, during or after the streaming video content that the consumer has requested. For example, Pre-roll, Mid-roll, Post-roll.
IN_BANNER_PLACEMENT: Exists within a web banner that leverages the banner space to deliver a video experience as opposed to another static or rich media format. The format relies on the existence of display ad inventory on the page for its delivery.
IN_ARTICLE_PLACEMENT: Loads and plays dynamically between paragraphs of editorial content; existing as a standalone branded message.
IN_FEED_PLACEMENT: In-Feed - Found in content, social, or product feeds.
FLOATING_PLACEMENT: Interstitial/Slider/Floating. Covers the entire or a portion of screen area, but is always on screen while displayed (for example, cannot be scrolled out of view). Note that a full-screen interstitial (for example, in mobile) can be distinguished from a floating/slider unit by the imp.instl field.

PLCMT_INSTREAM = 1 - Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start, or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky, subsequent ad calls should accurately convey the updated player size.
PLCMT_ACCOMPANYING_CONTENT = 2 - Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page.
PLCMT_INTERSTITIAL = 3 - Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.
PLCMT_NO_CONTENT_STANDALONE = 4 - Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating.

If true, the video is embedded on a page outside the publisher's domain. When this is set, BidRequest.{app/site}.content.producer.domain points to the domain of the content producer, and the BidRequest.{app/site}.page field is the page in which the video is embedded.

REQUIRED by the OpenRTB specification: at least 1 element.

RECOMMENDED by the OpenRTB specification.

RECOMMENDED by the OpenRTB specification.

Examples:
DAAST_1_0 = 9;
DAAST_1_0_WRAPPER = 10;

>0: start delay in seconds
0: PRE_ROLL
-1: GENERIC_MID_ROLL
-2: GENERIC_POST_ROLL

Other values:
videoad_start_delay / 1,000

RECOMMENDED by the OpenRTB specification.

STREAMING = 1; Content is transferred continuously by the network; clients receive real-time content for playback while connected. Example: broadcast TV.
PROGRESSIVE = 2; Content is transferred incrementally as client's playback requires. Example: on-demand movies, podcasts, or music.
DOWNLOAD = 3; Content should be transferred completely prior to use/playback. Example: content downloaded to the user's device for offline consumption.

MUSIC_SERVICE = 1; Music streaming service.
BROADCAST = 2; Live content broadcast over the air but also available through online streaming.
PODCAST = 3; Original, pre-recorded content distributed as episodes in a series.

Exactly one of {request, request_native} should be used.

customers to which they refer must be coordinated between bidders and the exchange a priori. Omission implies no seat restrictions.

UNKNOWN_DEAL_TYPE = 0; Default.

PREFERRED_DEAL = 1; Bids are fixed-price and evaluated before the Open Auction. Bidders are not required to bid with Preferred Deals when they are present on the bid request. See this article for more information.

PRIVATE_AUCTION = 2; Bids participate in a Private Auction against a select list of buyers with specific floors. See this article for more information.

PROGRAMMATIC_GUARANTEED = 3; Bids are fixed-price and evaluated before the Open Auction. Bidders are expected to bid with Programmatic Guaranteed deals whenever they are present on a bid request and the must_bid field is true in order to ensure that the number of impressions agreed upon for a given deal are served. See this article for more information.

AUCTION_PACKAGE = 4; The deal ID is an identifier for a collection of Open Auction inventory matching a given set of targeting criteria. See this article for more information.

MARKETPLACE_PACKAGE = 5; The deal ID for publisher curated inventory packages. These deal IDs are automatically sent to any eligible buyer for the package. See this article for more information.

CREATIVE_SOURCE_UNKNOWN = 0;

CREATIVE_SOURCE_ADVERTISER = 1; (Default) The creative is hosted by the advertiser, which means the bidder is required to provide a creative in the bid response.

CREATIVE_SOURCE_PUBLISHER = 2; The creative is hosted by the publisher, which means the bidder does not need to include a creative in the bid response. For more information on publisher-hosted creatives, see https://support.google.com/admanager/answer/9243220. This feature isn't currently supported for RTB bidders.

CREATIVE_MARKUP_BANNER = 1
CREATIVE_MARKUP_VIDEO = 2
CREATIVE_MARKUP_AUDIO = 3
CREATIVE_MARKUP_NATIVE = 4

ALLOW_SKIPPABLE = 0
REQUIRE_SKIPPABLE = 1
BLOCK_SKIPPABLE = 2

Whether this is an AMP page or not. Omitted if unknown.

DIALECT_HTML = 0; This is not an AMP page.

DIALECT_HTML_AMP = 1; This is an AMP page.

The visibility state of the web page containing the ad slot. See www.w3.org/TR/page-visibility/.

VISIBILITY_STATE_UNKNOWN = 0

VISIBILITY_STATE_VISIBLE = 1; The page is at least partially visible. For example, in the foreground tab of a non-minimized window.

VISIBILITY_STATE_HIDDEN = 2; The page is not visible at all to users. For example, when the page is on a background browser tab, or in a minimized window.

Non-Video example: "Ecocentric" (Time Magazine blog)

QUALITY_UNKNOWN = 0
PROFESSIONAL = 1; Content that is usually created or produced by media and entertainment companies using professional-grade equipment, talent, and production crews that hold or maintain the rights for distribution and syndication.
PROSUMER = 2; Consumer or user-generated content that has professional or industrial qualities (e.g. shot with professional-grade equipment, using professional talent, etc.).
USER_GENERATED = 3; Publicly available video content that is created or produced by end users.

Note: OpenRTB 2.2 allowed an array of strings as alternate implementation but this was fixed in 2.3+ where it's definitely a single string with CSV content again. Compatibility with some OpenRTB 2.2 exchanges that adopted the alternate representation may require custom handling of the JSON.

RECOMMENDED by the OpenRTB specification.

- AdX truncates to first 6 octets; OpenRTB is "X:X:X:::::"

This signal reflects user decisions on surfaces including iOS App Tracking Transparency. See also lmt and App Tracking Transparency guidance and Android advertising ID.

Refer to the Geographical Targeting page for a link to the codes.

Note that devices may cache location data across multiple fetches. Ideally, this value should be from the time the actual fix was taken.

BidRequest.publisher_id or other fields depending on the value of the stype extension, which can be set to values such as ppuid.

Source or technology provider responsible for the set of included IDs. Expressed as a top-level domain.

In Google's OpenRTB implementation, the stype extension determines whether this refers to a publisher ID such as those found in ads.txt, or something else.

BidRequest.publisher_provided_id or other signals depending on the value of the stype extension, which can be set to values such as ppuid.

The data value, such as a publisher-provided identifier.

See the IAB Global Vendor List at vendor-list.consensu.org/v2/vendor-list.json for details about the vendors listed in the consent string.

None.

The value of this field will determine what the UID refers to:

• ppuid: Publisher provided ID.

If a publisher is using the IAB Transparency and Consent Framework (TCF) v2 to manage user consent, this is the set of ATPs consented through the Additional Consent string (see this article for details about Google's Additional Consent mode). ATPs consented through the TCF v2 consent string are represented in the UserExt.consent field.

A mapping of ATP ID to ATP name is posted at providers.csv.

Identifies the taxonomy that the segment IDs belong to. Google supports the following taxonomies:

IAB Tech Lab Audience Taxonomy 1.1 = 4
IAB Tech Lab Content Taxonomy 2.2 = 6
IAB Tech Lab Content Taxonomy 3.0 = 7
Chromium Topics API = 600
Chromium Topics API V2 = 601

1. Google receives a valid IAB Transparency and Consent Framework (TCF) v2 consent string and the Consent Management Platform indicates that GDPR applies to this ad request.
2. Google does not receive an IAB TCF v2 consent string and, based on information available to Google, this impression will serve to an EEA user.

See this article for more information on LGPD.

NOT_REQUIRED = 0 - DSA declarations are not required in the bid response.
SUPPORTED = 1 - DSA declarations are supported, but not required in the bid response.
REQUIRED = 2 - DSA declarations are required in the bid response.
REQUIRED_BY_ONLINE_PLATFORM = 3 - DSA declarations are required in the bid response and the publisher is an OP or VLOP.

PUBLISHER_UNABLE_TO_RENDER = 0 - Publisher can't render.
PUBLISHER_CAN_RENDER = 1 - Publisher could render depending on the buyer's rendering capability as described in the BidResponse.ad.dsa_transparency.buyer_render field.
PUBLISHER_WILL_RENDER = 2 - Publisher will render regardless of the buyer's rendering capability as described in the BidResponse.ad.dsa_transparency.buyer_render field.

DO_NOT_SEND = 0 - Do not send transparency data.
OPTIONAL = 1 - Optional to send transparency data.
SEND = 2 - Send transparency data.

REQUIRED by the OpenRTB specification.

Bid currency using ISO-4217 alpha codes. If this field is populated, the specified currency will be used to interpret the bid. Otherwise, the default bidding currency will be used, which is determined in the following priority:

1. The bidder-level currency, if configured in RTB account settings.
2. The buyer-level currency. The buyer will be determined by the billing ID specified in the in the BidResponse.seatbid.bid.ext.billing_id extension field if it is populated, otherwise it will be based on the sole billing ID sent in the bid request.

The currency of a buyer account is set on account creation and can be checked by contacting a Technical Account Manager.

REQUIRED by the OpenRTB specification.

DoubleClick doesn't support win notices; use %%WINNING_PRICE%% in snippet's impression URL, or ${AUCTION_PRICE}.

VIEW_THROUGH_ADS = 0; Attribution for app installs within 24 hours of viewing an ad for at least 3 seconds. Supported for SKAdnetwork version 2.2 and up. For more info, see this article.

STOREKIT_RENDERED_ADS = 1; Attribution for app installs initiated from the StoreKit-rendered App Store product page driven by ad clicks. Supported for all SKAdNetwork versions. For more info, see this article.

RECOMMENDED by the OpenRTB Native specification. One of Title, Image, Data, Video.

RECOMMENDED by the OpenRTB Native specification. One of Title, Image, Data, Video.

SPONSORED/ADVERTISER, PRICE/PRICE, RATING/STAR_RATING

RECOMMENDED by the OpenRTB Native specification. One of Title, Image, Data, Video.

ICON/APP_ICON: app_icon_width

REQUIRED by the OpenRTB Native specification: at least 1 element.

REQUIRED by the OpenRTB Native specification.

REQUIRED by the OpenRTB Native specification.

REQUIRED by the OpenRTB Native specification: at least 1 element.

Examples:
VAST_1_0 = 1;
VAST_2_0 = 2;
VAST_3_0 = 3;

DESC/BODY: body_max_safe_length

CTATEXT/CALL_TO_ACTION: call_to_action_max_safe_length

SPONSORED/ADVERTISER: advertiser_max_safe_length

PRICE/PRICE: price_max_safe_length

Note: not used for RATING/STAR_RATING, AdX needs a double 0..5

REQUIRED by the OpenRTB Native specification.

Title object for title assets.

Image object for image assets.

Can be either a string containing VAST XML or a URL to a VAST document through the NativeResponse.assets[].video.vasttag attribute.

Video object for video assets. Note that in-stream video ads are not part of Native. Native ads may contain a video as the ad creative itself.

Data object for ratings, prices, etc.

MAIN/IMAGE: image.url

ICON/APP_ICON: app_icon.url

LOGO/LOGO: logo.url

MAIN/IMAGE: image.url

ICON/APP_ICON: app_icon.url

LOGO/LOGO: logo.url

MAIN/IMAGE: image.url

ICON/APP_ICON: app_icon.url

LOGO/LOGO: logo.url

CTATEXT/CALL_TO_ACTION: call_to_action

DESC/BODY: body

SPONSORED/ADVERTISER: advertiser

PRICE/PRICE: price

RATING/STAR_RATING: star_rating (AdX requires a double 0..5)