處理要求

當 Google 傳送出價要求到您的應用程式時，即時出價互動隨即啟動。本指南說明如何為應用程式編寫程式碼，以處理出價要求。

剖析要求

Google 會以序列化通訊協定緩衝區的形式送出出價要求，且附加在 HTTP POST 要求的二進位檔酬載中。Content-Type 設為 application/octet-stream。如需範例，請參閱出價要求範例。

您必須將此要求剖析為 BidRequest 訊息的執行個體。BidRequest 定義於 realtime-bidding.proto，您可以從參考資料頁面取得。您可以在為 BidRequest 產生的類別中使用 ParseFromString() 方法剖析訊息。舉例來說，下列 C++ 程式碼會剖析字串中 POST 酬載的要求：

string post_payload = /* the payload from the POST request */;
BidRequest bid_request;
if (bid_request.ParseFromString(post_payload)) {
  // Process the request.
}

取得 BidRequest 後，您便可以將其做為物件使用，擷取並解讀您需要的欄位。舉例來說，在 C++ 中：

for (int i = 0; i < bid_request.adslot_size(); ++i) {
  const BidRequest_AdSlot& adslot = bid_request.adslot(i);
  // Decide what to bid on adslot.
}

在 BidRequest 中傳送的部分資訊不一定隨時可用，例如 Google User ID、語言或地理位置。如果您有 預先指定廣告群組使用特定曝光時未知的資訊，這些廣告群組就會不相符。如果預先指定條件沒有遺漏的資訊，系統就會傳送出價要求，但省略其中的資訊。

與預先指定廣告群組有關的資訊，可在每個 AdSlot 的 MatchingAdData 群組中取得。其中包含了預先指定廣告群組的第一個相符廣告群組 ID，提示 Google 送出出價要求；也就是當您的回應贏得曝光競價時，須支付的廣告群組和廣告活動費用。在某些情況下，您必須在 BidResponse.AdSlot 中明確指定歸因的 billing_id，例如當 BidRequest.AdSlot 有多個 matching_ad_data 時。如要進一步瞭解出價內容的限制，請參閱 realtime-bidding.proto。

字典檔案

出價要求會使用在字典檔案中定義的 ID，您可以在參考資料頁面上取得這些 ID。

出價網址巨集

您可以選擇將 BidRequest 的部分欄位插入 HTTP POST 要求所使用的網址中。這很實用，例如如果您使用的輕量前端，而使用要求中的值在多個後端之間進行負載平衡，這項功能就很實用。如需使用新巨集的相關支援，請與客戶技術顧問聯絡。

巨集說明
%%GOOGLE_USER_ID%%

已替換為 BidRequest 中的 google_user_id。舉例來說，在要求期間，出價工具網址

http://google.bidder.com/path?gid=%%GOOGLE_USER_ID%%
會替換成
http://google.bidder.com/path?gid=dGhpyBhbiBleGFtGxl
這類網址。

如果 Google 使用者 ID 不明，將替換空白字串，並顯示類似以下的結果

http://google.bidder.com/path?gid=
%%HAS_MOBILE%%

在呼叫 BidRequest 的 has_mobile() 時，替換為 1 或 0。
%%HAS_VIDEO%%

呼叫 BidRequest 的 has_video() 時，替換為 1 (true) 或 0 (false)。
%%HOSTED_MATCH_DATA%%

替換為 BidRequest 的 hosted_match_data 欄位值。
%%MOBILE_IS_APP%%

從 BidRequest 的 mobile.is_app 欄位替換為 1 (true) 或 0 (false)。

從交易網址尋找行動應用程式 ID

行動應用程式交易會回報的網址如下：

mbappgewtimrzgyytanjyg4888888.com

使用 base-32 解碼器，解碼以粗體表示的字串部分 (gewtimrzgyytanjyg4888888)。

您可以使用線上解碼器，但必須將字母大寫，並將結尾的 8 替換為 = 值。

因此，解碼這個值： 

GEWTIMRZGYYTANJYG4======
結果： 
1-429610587
429610587 字串是 iOS 應用程式的應用程式 ID iFunny。

我們再看另一個例子回報的網址為： 

mbappgewtgmjug4ytmmrtgm888888.com
解碼這個值： 
GEWTGMJUG4YTMMRTGM======
結果： 
1-314716233
結果 314716233 是 iOS 應用程式的應用程式 ID TextNow。

從交易網址尋找行動應用程式名稱

以下是取得應用程式名稱的範例。回報的網址如下： 

mbappMFUXELTDN5WS42DZOBQWQLTJN4XHG3DJORUGK4Q888.com
解碼這個值： 
MFUXELTDN5WS42DZOBQWQLTJN4XHG3DJORUGK4Q===
結果： 
air.com.hypah.io.slither
結果相當於 Android 應用程式 slither.io。

公開出價欄位

傳送給廣告交易平台和聯播網出價方參與公開出價的出價要求，與參與標準即時出價的 Authorized Buyers 類似。公開出價客戶會收到少量額外欄位，部分現有欄位可能也有替代用途。包括：

OpenRTB Authorized Buyers 詳細說明
BidRequest.imp[].ext.dfp_ad_unit_code BidRequest.adslot[].dfp_ad_unit_code

包含發布商的 Ad Manager 聯播網代碼，後面接著廣告單元階層，並以正斜線分隔。

舉例來說，其格式看起來會像這樣：/1234/cruises/mars。
BidRequest.user.data[].segment[] BidRequest.adslot[].exchange_bidding.key_value[]

從發布商傳送至廣告交易平台出價方的重複鍵/值組合。

您可以判斷值是發布商在 BidRequest.user.data[].name 設為 “Publisher Passed” 時傳送的鍵/值組合。

宣告允許的供應商

提供研究、再行銷和廣告放送等服務的技術供應商，可能會在買方和賣方的互動中扮演重要角色。但只有通過 Google 審查並參與 Authorized Buyers 互動的供應商。

如要瞭解 BidRequest 並建立 BidResponse，您必須瞭解兩種宣告技術供應商的不同可能性：

  1. 有些供應商不需要宣告；這些供應商已列在 Authorized Buyers 說明中。
  2. 其他供應商則必須同時在 BidRequest 和 BidResponse 中宣告，才能參與計畫：
    • 在 BidRequest 中，allowed_vendor_type 欄位會指定賣方允許哪些供應商。將在 BidRequest 的 allowed_vendor_type 欄位中傳送的供應商列於 Vendors.txt 字典檔案中。
    • 在 BidResponse 中，vendor_type 欄位會指定買方打算使用哪些已允許的供應商。

出價要求範例

下列範例是使用者可理解的 Protobuf 和 JSON 要求範例。

Google

OpenRTB JSON

OpenRTB 通訊協定緩衝區

如要將出價要求轉換為二進位格式，就像在實際要求中透過 POST 酬載取得一樣，您可以執行以下操作 (在 C++ 中)。請注意，這種做法不適用於 OpenRTB JSON。

string text_format_example = /* example from above */;
BidRequest bid_request;
if (TextFormat::ParseFromString(text_format_example, &bid_request)) {
  string post_payload;
  if (bid_request.SerializeToString(&post_payload)) {
    // post_payload is a binary serialization of the protocol buffer
  }
}

再行銷

Authorized Buyers 會在來自行動應用程式的出價要求中傳遞行動廣告 ID。行動廣告 ID 可以是 iOS 廣告識別碼或 Android 廣告 ID，在 Authorized Buyers 管理的 JavaScript 代碼中，透過 %%EXTRA_TAG_DATA%% 巨集傳送。

%%ADVERTISING_IDENTIFIER%% 巨集可讓買方在顯示曝光時接收 iOS 廣告識別碼或 Android 的廣告 ID。此方法會傳回已加密的 proto 緩衝區 MobileAdvertisingId，例如 %%EXTRA_TAG_DATA%%：

message MobileAdvertisingId {
  optional bytes advertising_id = 1;
  optional int32 user_id_type = 2;
}

user_id_type 是 enum AdxMobileIdType 中定義的其中一個值：

enum AdxMobileIdType {
  MOBILE_ID_UNKNOWN = 0,
  IDFA = 1,
  ANDROID_ID = 2,
};

您可以使用在曝光顯示期間收集到的廣告 ID，透過行動廣告 ID 建立使用者名單。這些使用者名單可在您的伺服器 或我們的伺服器上維護如要在 Google 伺服器上建立使用者名單，您可以使用我們的大量上傳功能。

如果行動廣告 ID 符合使用者名單，您就可以使用這份 ID 執行再行銷。

即時意見回饋

Authorized Buyers、使用公開出價的廣告交易平台和聯播網皆可取得即時意見回饋。

針對 AdX Protocol 和 OpenRTB 的後續出價要求，出價回應意見回饋皆支援。如果是 OpenRTB，此訊息會在 BidRequestExt 中傳送。

除了出價回應意見回饋中傳送的預設欄位外，您也可以使用 BidResponse 中傳回的 event_notification_token，在出價回應 (AdX Proto 或 OpenRTB) 中傳送自訂資料。event_notification_token 是只有出價方知道的任意資料，可能有助於偵錯。例如：代表新策略的新指定目標 ID 或出價 ID，或僅與出價方已知的廣告素材相關聯的中繼資料。詳情請參閱即時出價的 OpenRTB 擴充功能通訊協定緩衝區和 AdX 的 AdX Proto 相關文章。

當 Authorized Buyers 向出價方傳送出價要求時，出價方會以 BidResponse 回覆。如果出價工具啟用了即時意見回饋，則在後續的出價要求中，Authorized Buyers 會在 BidResponseFeedback 訊息中的回應傳送意見回饋，如下所示：

  // Feedback on bids submitted in previous responses. This is only set if
  // real-time feedback is enabled for your bidder. Contact your account
  // manager if you want to enable real-time feedback.
  message BidResponseFeedback {
    // The unique id from BidRequest.id
    optional bytes request_id = 1;

    // The index of the BidResponse_Ad if there was more than one. The index
    // starts at zero for the first creative.
    optional int32 creative_index = 2;

    // The status code for the ad. See creative-status-codes.txt in the
    // technical documentation for a list of ids.
    optional int32 creative_status_code = 3;

    // If the bid won the auction, this is the price paid in your account
    // currency. If the bid participated in the auction but was out-bid, this
    // is the CPM that should have been exceeded in order to win. This is not
    // set if the bid was filtered prior to the auction, if the publisher or
    // winning bidder has opted out of price feedback or if your account has
    // opted out of sharing winning prices with other bidders. For first-price
    // auctions, minimum_bid_to_win is populated instead of this field.
    optional int64 cpm_micros = 4;

    // The minimum bid value necessary to have won the auction, in micros of
    // your account currency. If your bid won the auction, this is the second
    // highest bid that was not filtered (including the floor price). If your
    // bid did not win the auction, this is the winning candidate's bid. This
    // field will only be populated if your bid participated in a first-price
    // auction, and will not be populated if your bid was filtered prior to the
    // auction.
    optional int64 minimum_bid_to_win = 7;

    // The minimum bid value necessary to have won the server-side component of
    // the overall auction given that there was also an interest group bidding
    // component to the overall auction which ran using the Protected Audience
    // API. The value is expressed in CPM micros of the buyer account currency.
    // The minimum bid to win for the overall auction, including bids from the
    // server-side and the on-device interest group components, is populated in
    // the minimum_bid_to_win field of the same BidResponseFeedback object.
    optional int64 server_side_component_minimum_bid_to_win = 16;

    // Billable event rate multiplier that was applied to this bid during
    // ranking. The adjustment reflects the likelihood that your bid would
    // generate a billable event (namely, the ad renders successfully) if it won
    // the auction, relative to the probability that other bids generate a
    // billable event if they won the auction. This adjustment can be larger or
    // smaller than 1. This affects the final ranking in the auction only; in
    // particular, this multiplier does not affect the payment or whether the
    // bid clears any floor price.
    optional float billable_event_rate_bid_adjustment = 15 [default = 1];

    // When a publisher uses an RTB auction and waterfall-based SDK mediation on
    // the same query, the winner of the real-time auction must also compete in
    // a mediation waterfall (which is ordered by price) to win the impression.
    // If the bid participated in the auction and there was no waterfall, the
    // value of this field is 0. If the bid participated in the auction and
    // there was a waterfall, the value of this field is a price representing a
    // sample bid from the eligible mediation networks that were higher than the
    // auction winner, weighted by expected fill rate. This field can be used
    // in conjunction with minimum_bid_to_win to train bidding models. The CPM
    // is in micros of your account currency.
    optional int64 sampled_mediation_cpm_ahead_of_auction_winner = 10;

    // Event notification token that was included in the bid response.
    optional bytes event_notification_token = 5;

    // Buyer creative ID that was included in the bid response.
    optional string buyer_creative_id = 6;

    // Possible types of bid response feedback objects.
    enum FeedbackType {
      FEEDBACK_TYPE_UNSPECIFIED = 0;

      // Feedback for a bid that was submitted on a bid response.
      BID_FEEDBACK = 1;

      // Feedback for an interest group buyer submitted on a bid response to
      // particpate in an interest group bidding component of the auction run
      // using the Protected Audience API.
      INTEREST_GROUP_BUYER_FEEDBACK = 2;
    }

    // The type of the BidResponseFeedback message. Google will send separate
    // BidResponseFeedback objects for:
    // a) Each bid submitted on a bid response
    // b) Each buyer submitted on a bid response to particpate in an interest
    // group bidding component of the auction run using the Protected Audience
    // API.
    optional FeedbackType feedback_type = 17;

    // Origin of an interest group buyer that was included in the bid response.
    // This field is populated only for feedback where a bidder opted in an
    // interest group buyer to participate in the interest group bidding
    // component of the overall auction run using the Protected Audience API.
    // To learn more about origins, see https://www.rfc-editor.org/rfc/rfc6454.
    // To learn more about interest group bidding and the Protected Audience
    // API, see
    // https://developers.google.com/authorized-buyers/rtb/fledge-origin-trial.
    optional string buyer_origin = 18;

    // The status code for the submitted interest group buyer. This field is
    // only populated in the feedback for an interest group buyer that a bidder
    // requested to enter into the interest group auction through the bid
    // response. Individual creative status codes of bids submitted by the buyer
    // in the on-device interest group auction are not available. See
    // https://storage.googleapis.com/adx-rtb-dictionaries/interest-group-buyer-status-codes.txt
    // for a list of interest group buyer status codes.
    optional int32 interest_group_buyer_status_code = 19;
  }
  repeated BidResponseFeedback bid_response_feedback = 44;

  // How many milliseconds Google will wait for a response before ignoring it.
  optional int32 response_deadline_ms = 57;

  // -----------------------------------------------------------
  // Testing options.
  //
  // If true, then this is a test request. Results will not be displayed to
  // users and you will not be billed for a response even if it wins the
  // auction. You should still do regular processing since the request may be
  // used to evaluate latencies or for other testing. During your initial
  // testing with Google traffic any response that you make will be filtered
  // out of the auction whether this option has a value of true or false.
  optional bool is_test = 15 [default = false];

  // If true, then this request is intended to measure network latency.
  // Return an empty BidResponse with only processing_time_ms set as quickly as
  // possible without executing any bidding logic.
  optional bool is_ping = 17 [default = false];

  // If true, then the callout model predicted that you will not bid
  // on this request. We send a sampled percentage of such requests so that we
  // can automatically update the model when bidding patterns change.
  optional bool is_predicted_to_be_ignored = 45 [default = false];

  // SupplyChain object. For more information, see
  // https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/supplychainobject.md.
  message SupplyChain {
    // Indicates whether the chain contains all nodes involved in the
    // transaction leading back to the owner of the site, app or other medium of
    // the inventory.
    optional bool complete = 1;

    message SupplyChainNode {
      // The canonical domain name of the SSP, Exchange, Header Wrapper, etc
      // system that bidders connect to. This may be the operational domain of
      // the system, if that is different than the parent corporate domain, to
      // facilitate WHOIS and reverse IP lookups to establish clear ownership of
      // the delegate system. This should be the same value as used to identify
      // sellers in an ads.txt file if one exists.
      optional string advertising_system_identifier = 1;

      // The identifier associated with the seller or reseller account within
      // the advertising system. This must contain the same value used in
      // transactions, specifically the publisher_id field in the Google
      // protocol. Should be limited to 64 characters in length.
      optional string seller_identifier = 2;

      // Indicates whether this node will be involved in the flow of payment for
      // the inventory. When set to true, the advertising system in the
      // advertising_system_identifier field pays the seller in the
      // seller_identifier field, who is responsible for paying the previous
      // node in the chain. When set to false, this node is not involved in the
      // flow of payment for the inventory.
      optional bool handles_payment = 6;
    }

    // Array of SupplyChainNode objects in the order of the chain. In a complete
    // supply chain, the first node represents the initial advertising system
    // and seller ID involved in the transaction, for example, the owner of the
    // site, app, or other medium. In an incomplete supply chain, it represents
    // the first known node. The last node represents the entity sending this
    // bid request.
    repeated SupplyChainNode nodes = 2;

    // Version of the supply chain specification in use, in the format of
    // "major.minor". For example, for version 1.0 of the spec, use the string
    // "1.0".
    optional string version = 3;
  }
  optional SupplyChain supply_chain = 69;

  // Experimental feature; may be subject to change. See
  // https://support.google.com/authorizedbuyers/answer/10890762 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
  // BidResponse.ad.adslot.frequency_cap field.
  enum FrequencyCappingScope {
    // Default value which should not be used, or which can indicate that
    // frequency cap scope could not be reliably determined.
    FREQUENCY_CAPPING_SCOPE_UNKNOWN = 0;

    // 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_NONE = 1;

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

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

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

    // Frequency capping enforcement is available within a single site.
    FREQUENCY_CAPPING_SCOPE_SITE = 5;
  }
  optional FrequencyCappingScope frequency_capping_scope = 70;

  // The Digital Services Act (DSA) transparency requirements. See
  // https://support.google.com/admanager/answer/14335032.
  message Dsa {
    // Values indicating whether DSA declarations should be included in the bid
    // response and, if so, whether or not the publisher is an Online Platform
    // (OP) or Very Large Online Platform (VLOP), as defined by the DSA.
    enum DsaSupport {
      DSA_SUPPORT_UNKNOWN = 0;

      // DSA declarations are not required in the bid response.
      NOT_REQUIRED = 1;

      // DSA declarations are supported, but not required in the bid response.
      SUPPORTED = 2;

      // DSA declarations are required in the bid response.
      REQUIRED = 3;

      // DSA declarations are required in the bid response and the publisher is
      // an OP or VLOP.
      REQUIRED_BY_ONLINE_PLATFORM = 4;
    }

    // Indicates if DSA declarations should be included in the bid response.
    // Bids where DSA declarations are required but not included will not be
    // accepted.
    optional DsaSupport dsa_support = 1;

    // Options describing a publisher's ability to render DSA transparency
    // declarations.
    enum PublisherRenderingSupport {
      PUBLISHER_RENDERING_SUPPORT_UNKNOWN = 0;

      // Publisher can't render.
      PUBLISHER_UNABLE_TO_RENDER = 1;

      // Publisher could render depending on the buyer's rendering capability as
      // described in the BidResponse.ad.dsa_transparency.buyer_render field.
      PUBLISHER_CAN_RENDER = 2;

      // Publisher will render regardless of the buyer's rendering capability as
      // described in the BidResponse.ad.dsa_transparency.buyer_render field.
      PUBLISHER_WILL_RENDER = 3;
    }

    // Indicates if the publisher will render the DSA Transparency info. This
    // will signal if the publisher is able to and intends to render the icon
    // or other appropriate user-facing symbol and display the DSA transparency
    // info to the end user.
    optional PublisherRenderingSupport publisher_rendering_support = 2;

    // Options describing if a publisher requires DSA transparency declarations.
    enum DataToPublisher {
      DATA_TO_PUBLISHER_UNKNOWN = 0;

      // Do not send transparency data.
      DO_NOT_SEND = 1;

      // Optional to send transparency data.
      OPTIONAL = 2;

      // Send transparency data.
      SEND = 3;
    }

    // Indicates whether the bidder should provide DSA transparency declarations
    // in the bid response. A publisher may need this information for audit or
    // other purposes, even if they will not render the transparency
    // declarations themselves.
    optional DataToPublisher data_to_publisher = 3;
  }

  // The Digital Services Act (DSA) transparency information requirements.
  optional Dsa dsa = 86;
}

// This is the message that you return in response to a BidRequest. You may
// specify zero or more ads. For each ad, you should provide an ad slot on
// which the ad can run. An ad slot is identified by the AdSlot.id from the
// BidRequest. If you do not want to bid, submit a response with no ads and
// with only the processing_time_ms set.
message BidResponse {

  message Ad {
    // The event notification token is sent to AdX by bidders for
    // troubleshooting. AdX will include the token in real-time feedback for the
    // bid. The content of the token will not be logged by AdX. AdX will ignore
    // any token longer than 128 bytes.
    optional bytes event_notification_token = 25;

    // A unique identifier chosen by you for the creative in this response.
    // This must always be set, must be limited to at most 64 bytes, and must be
    // a valid UTF8 string. Every buyer_creative_id you use must always be
    // associated with the same creative. This field is used to communicate
    // approval statuses when issues are found. Do not specify the same id for
    // different creatives, or all creatives will be disapproved if a problem
    // with a single creative is found. Do not specify different ids for the
    // same creative in different responses or no creatives will be served since
    // approval status is assigned on a per-id basis.
    optional string buyer_creative_id = 10;

    // Only one of the following should be set:
    // 1) html_snippet, 2) video_url, 3) native_ad, or 4) sdk_rendered_ad.
    //
    // The HTML snippet that will be placed on the web page to display the ad.
    // Use BidResponse.Ad.AdSlot.billing_id to indicate which billing id
    // this snippet is attributed to.
    optional string html_snippet = 1;

    // The URL to fetch a video ad. The URL should return an XML response that
    // conforms to the VAST 2.0 or 3.0 standard. Use
    // BidResponse.Ad.AdSlot.billing_id to indicate which billing id to
    // attribute this ad to. Only one of the following should be set:
    // html_snippet, video_url. Only set this field if the BidRequest is for an
    // in-video ad (BidRequest.video is present).
    optional string video_url = 9;

    // The VAST document to be returned. This document should conform to the
    // VAST 2.0 or 3.0 standard. Use BidResponse.Ad.AdSlot.billing_id to
    // indicate which billing ID to attribute this ad to.
    // Only set this field if the BidRequest is for an in-video ad and the
    // response is VAST XML.
    optional string video_vast_xml = 24;

    // The URL to fetch an AMPHTML ad. Only one of the following should be set:
    // html_snippet, video_url, amp_ad_url, native_ad.
    optional string amp_ad_url = 23;

    // The content of a native ad. Native ads consist of multiple building
    // blocks, which are rendered by the publisher. Only one of the following
    // should be set: html_snippet, video_url, or native_ad.
    // Only set this field if the BidRequest is for a native ad
    // (BidRequest.adslot.native is present).
    message NativeAd {
      // A video in the form of either a URL for a VAST tag, or an in-line VAST
      // tag. Only set this field if VIDEO is required or recommended in the
      // BidRequest's NativeAdTemplate.
      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. Max size is 100kB.
        string video_vast_xml = 16;
      }

      // 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;

      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 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;

      // This field is deprecated in favor of the repeated click_tracking_urls
      // field at the BidResponse.Ad level. It will be removed at the end of
      // Q2 2022.
      // 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.
      optional string DEPRECATED_click_tracking_url = 11 [deprecated = true];

      // This field is deprecated in favor of the click_tracking_urls
      // field at the BidResponse.Ad level. It will be removed at the end of
      // Q2 2022.
      // The URLs to use for click tracking. This will be used throughout the
      // serving stack and will incorporate any URL in click_tracking_url.
      repeated string DEPRECATED_click_tracking_urls = 15 [deprecated = true];

      // 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 inal 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;

    // All vendor types for the ads that may be shown from this snippet. You
    // should only declare vendor ids listed in the vendors.txt file in the
    // technical documentation. We will check to ensure that the vendors you
    // declare are in the allowed_vendor_type list sent in the BidRequest for
    // AdX publishers.
    repeated int32 vendor_type = 5;

    // All attributes for the ads that may be shown from this snippet. See
    // buyer-declarable-creative-attributes.txt in the technical documentation
    // for a list of ids. We will check to ensure none of these attributes are
    // in the excluded_attribute list in the BidRequest.
    repeated int32 attribute = 6;

    // All sensitive categories for the ads that may be shown from this snippet.
    // See ad-sensitive-categories.txt in the technical documentation for a list
    // of ids. We will check to ensure none of these categories were in the
    // excluded_sensitive_category list in the BidRequest.
    repeated int32 category = 7;

    // All restricted categories for the ads that may be shown from this
    // snippet. See ad-restricted-categories.txt in the technical documentation
    // for a list of ids. We will check to ensure these categories were listed
    // in the allowed_restricted_category list in the BidRequest. If you are
    // bidding with ads in restricted categories you MUST ALWAYS declare them
    // here.
    repeated int32 restricted_category = 17;

    // All names of the ad's advertisers.
    repeated string advertiser_name = 11;

    // The width and the height in pixels of the ad. Setting these is optional.
    // However, these must be set if the bid BidRequest.AdSlot has more than one
    // width and height or if BidRequest.Mobile.is_interstitial_request is true.
    optional int32 width = 14;
    optional int32 height = 15;

    message AdSlot {
      // The slot id from the BidRequest that the ad may appear in.
      required int32 id = 1;

      // The maximum CPM you want to be charged if you win the auction for this
      // ad slot, expressed in micros of the specified currency or default
      // bidding currency. For example, to bid a CPM of 1.29 USD, set
      // max_cpm_micros = 1290000. Winning bids are rounded up to billable
      // units. For example, in USD, bids are rounded up to the next multiple
      // of 10,000 micros (one cent).
      required int64 max_cpm_micros = 2;

      // The minimum CPM you want to be charged if you win the auction for this
      // ad slot, expressed in micros of the specified currency or default
      // bidding currency. This may represent a second price if you choose
      // max_cpm_micros as the highest of several bids, or some form of reserve
      // price if you want to override the reserve price set by the publisher.
      // The bid must be less than or equal to max_cpm_micros or it will be
      // ignored. This field is optional and does not need to be set. This
      // field is not applicable when responding to bid requests with
      // auction_type set to FIRST_PRICE.
      optional int64 min_cpm_micros = 3;

      // The currency used by max_cpm_micros and min_cpm_micros, 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 billing_id field of the bid response 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.
      optional string currency = 15;

      // Billing id to attribute this impression to. The value must be in the
      // set of billing ids for this slot that were sent in the
      // BidRequest.AdSlot.matching_ad_data.billing_id. This must always be set
      // if the BidRequest has more than one
      // BidRequest.AdSlot.matching_ad_data.billing_id or if the bidder has
      // active child seats.
      optional int64 billing_id = 4;

      // The deal id that you want this bid to participate in. Leave unset
      // or set it to "1" if a deal is available but you want to
      // ignore the deal and participate in the open auction.
      optional int64 deal_id = 5 [default = 0];

      // For exchange bidders (third party exchanges doing real-time bidding on
      // DFP), the deal id from the exchange's namespace that is associated with
      // this bid and reported to publishers. Leave unset if there is no
      // associated deal. This is arbitrary UTF8 text and must be at most 64
      // bytes.
      optional string exchange_deal_id = 6;

      // When exchange_deal_id is set, the type of deal. This is reported to
      // publishers and affects how the deal is treated in the auction.
      enum ExchangeDealType {
        OPEN_AUCTION = 0;
        PRIVATE_AUCTION = 1;
        PREFERRED_DEAL = 2;
        EXCHANGE_AUCTION_PACKAGE = 3;
      }
      optional ExchangeDealType exchange_deal_type = 7 [default = OPEN_AUCTION];

      // The seat ID in the bidder's namespace representing the seat on whose
      // behalf this bid was made.
      optional string seat_id = 25;

      // Buyer declared ID which will be used to break down spend and invalid
      // traffic metrics in IVT transparency reporting in Query Tool. Note that
      // IDs with fewer than 1000 impressions will not be used to break down
      // metrics. IDs longer than 64 bytes will be ignored.
      optional string buyer_reporting_id = 8;

      // Token used to identify end third party buyer information if an
      // exchange as an open bidder is an intermediary. This is obtained from
      // the third party buyer and must be passed to Google unaltered in the bid
      // response.
      optional string third_party_buyer_token = 12;

      // Experimental feature; may be subject to change. See
      // https://support.google.com/authorizedbuyers/answer/10890762 for more
      // information.
      //
      // Specifies frequency capping to be applied to the bid. Impressions for
      // each user are capped at the level specified by frequency_cap_id. A bid
      // will not participate in the auction if an additional impression for the
      // user would violate any of the specified caps. Multiple frequency caps
      // can be specified for the same frequency_cap_id.
      //
      // A bid is filtered before the auction if the frequency cap is malformed.
      // Instances where the cap is malformed include:
      //  - frequency_cap_id is empty or is very long
      //  - max_mpressions or time_range are non-positive
      //  - there are a large number of frequency caps for a single bid
      //  - time_unit is not specified
      //
      // Note that if a subsequent bid with the same frequency_cap_id uses a
      // different duration (represented by time_unit and time_range) then
      // impressions counted against the old frequency cap will not count
      // against the new one, and the impressions counted against the new
      // frequency cap with a different time_unit and time_range will not count
      // against the old frequency cap..
      message FrequencyCap {
        // An ID that can represent a bidder's use-case for frequency capping.
        // For example, it could represent their campaign, ad, line item, or
        // some other entity. It should not contain any user-specific
        // information or identifiers and should not be longer than 64
        // characters.
        optional string frequency_cap_id = 1;

        // The time units for which frequency caps can be enforced.
        enum TimeUnit {
          UNKNOWN_TIME_UNIT = 0;
          MINUTE = 1;
          DAY = 2;
          WEEK = 3;
          MONTH = 4;

          // When INDEFINITE is used, time_range will be ignored. INDEFINITE
          // means the frequency cap will be applied for a long period of time,
          // (longer than a month) but not necessarily forever.
          INDEFINITE = 5;
        }

        // The unit of time used to specify the time window for which a
        // frequency cap applies.
        optional TimeUnit time_unit = 2;

        // The length of the time window, in units specified by time_unit, for
        // which the frequency cap applies. For instance, if time_unit=WEEK and
        // time_range=3, then capping is applied for a three week period. If the
        // time_unit=INDEFINITE, this will be ignored.
        optional int32 time_range = 3 [default = 1];

        // The maximum number of impressions allowed to be shown to a user for
        // the provided frequency_cap_id within the time window described by
        // time_unit and time_range.
        optional int32 max_impressions = 4;
      }
      repeated FrequencyCap frequency_cap = 16;

      // Position within the pod.
      enum PodPosition {
        // Any position in the pod.
        POD_POSITION_ANY = 0;

        // Last position in the pod.
        POD_POSITION_LAST = 1;

        // First position in the pod.
        POD_POSITION_FIRST = 2;

        // First or last position in the pod.
        POD_POSITION_FIRST_OR_LAST = 3;
      }

      // Indicates that the bid is only eligible
      // for a specific position within the pod.
      optional PodPosition position_in_pod = 22;

      // All bids with the same bid_group_id will be won or lost as a group.
      // Bids must have a non-empty bid_group_id to allow an ad to be played
      // as part of a pod.
      // This field is currently only supported for rewarded video pods
      // requests. If an ad is submitted on multiple positional bids
      // represented by AdSlot messages, each bid (AdSlot message)
      // must have a different bid_group_id.
      // For example, if a bidder wants to bid ad_1 for first position
      // and last position in the pod and ad_2 for any position and
      // want to ensure either both win at the same time or neither of those
      // wins, bidder needs to submit:
      // ad {
      //   buyer_creative_id: "ad_1",
      //   adslot {
      //     position_in_pod: POD_POSITION_FIRST,
      //     bid_group_id: "group1"
      //   },
      //   adslot {
      //     position_in_pod: POD_POSITION_LAST,
      //     bid_group_id: "group2"
      //   }
      // },
      // ad {
      //   buyer_creative_id: "ad_2",
      //   adslot {
      //     position_in_pod: POD_POSITION_ANY,
      //     bid_group_id: "group1"
      //   },
      //   adslot {
      //     position_in_pod: POD_POSITION_ANY,
      //     bid_group_id: "group2"
      //   }
      // }
      optional string bid_group_id = 23;
    }
    repeated AdSlot adslot = 3;

    // The URLs to call when the impression is rendered. This is supported for
    // all inventory types and all formats.
    repeated string impression_tracking_url = 19;

    // The URLs to call when the user clicks on the ad. Currently supported only
    // for native ads and Programmatic Guaranteed deals with publisher-
    // managed creatives. In the publisher managed case, these click trackers
    // will be sent to the bidder server to server. In all other cases, these
    // will be sent from the user's device. For more information on
    // publisher-managed creatives, see
    // https://support.google.com/admanager/answer/9243220.
    repeated string click_tracking_urls = 30;

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

    message ImpressionTrackingResource {
      // The URL of a Javascript resource. The URLs should not contain script
      // tags. For example: "https://mycdn.com/tracker.js".
      optional string script_url = 1;

      // Additional context provided for rendering.
      enum Context {
        UNKNOWN_CONTEXT = 0;

        // Currently not supported.
        OMID = 1;
      }
      repeated Context context = 2;

      // Parameters associated with the resource that will be passed to the
      // resource when it is loaded. The format of the parameters is dependent
      // on the script vendor.
      optional string verification_parameters = 3;

      // Used to uniquely identify the verification script provider.
      optional string vendor_key = 4;
    }

    // Resources to invoke when the impression is rendered. This is supported
    // for native and banner formats only and explicitly allowed scripts
    // only.
    repeated ImpressionTrackingResource impression_tracking_resource = 26;

    // An ad that will be rendered by an SDK known to the buyer. This can only
    // be used when the BidRequest included a mobile.installed_sdk submessage.
    message SdkRenderedAd {
      // The identifier for the SDK that will render the ad. Must match a
      // mobile.installed_sdk.id sent in the corresponding bid request.
      optional string id = 1;

      // Data to pass to the SDK in order to render the ad. This data is opaque
      // to the publisher and to Google.
      optional string rendering_data = 2;

      // Declared ad assets to support creative scanning, classification, and
      // enforcement of ad policy and publisher blocks for ads rendered with a
      // custom SDK.
      message DeclaredAd {
        // Ad content used by SDK to render an ad.
        oneof content {
          // The HTML snippet representative of the SDK-rendered ad.
          string html_snippet = 1;

          // The URL to the VAST asset used in the SDK-rendered ad.
          string video_url = 2;

          // The VAST document used to render custom SDK-rendered ad. This
          // document should conform to the VAST 2.0 or 3.0 standard.
          string video_vast_xml = 5;

          // The content of a native ad. Native ads consist of multiple building
          // blocks (such as image and text), which are rendered by the buyer
          // SDK.
          NativeAd native_ad = 6;
        }

        // The final landing pages of the SDK-rendered ad.
        repeated string click_through_url = 4;
      }
      optional DeclaredAd declared_ad = 6;
    }
    optional SdkRenderedAd sdk_rendered_ad = 27;

    // Advertiser's SKAdNetwork information to support app installation
    // attribution for iOS 14 and later. Apple's SKAdNetwork API helps
    // advertisers measure ad-driven app installation by sending a postback
    // to the ad network after a successful install. Ad networks will need
    // to send their network ID and signed advertiser information to allow
    // an install to be attributed to the ad impression.
    // For more info visit:
    // https://developer.apple.com/documentation/storekit/skadnetwork
    message SKAdNetworkResponse {
      // Version of SKAdNetwork supported by the advertiser. Also used to
      // specify how the signature was generated by the advertiser. This
      // should match the version from BidRequest.mobile.skad.version.
      optional string version = 1;

      // Ad network identifier used in signature. This should match one of the
      // items in BidRequest.mobile.skad.skadnetids.
      optional string network = 2;

      // Campaign ID compatible with Apple's spec. Used in SKAdNetwork 3.0 and
      // below. Replaced by Source Identifier (`source_identifier` field) in
      // SKAdNetwork 4.0 and above.
      optional int64 campaign = 3;

      // A four-digit integer that ad networks define to represent the ad
      // campaign. Used in SKAdNetwork 4.0+ and replaces the `campaign` field.
      optional int64 source_identifier = 11;

      // ID of advertiser's app in Apple's app store.
      optional string itunesitem = 4;

      // ID of custom product page to display (for iOS 15 or later).
      // If not specified, default product page will be displayed.
      // See https://developer.apple.com/app-store/custom-product-pages/
      // for more details about custom product pages.
      optional string product_page_id = 12;

      // SKAdNetwork API starting from version 2.2 supports multiple ad
      // presentation options specified by the `fidelity-type` parameter of the
      // SKAdNetwork signature. This holds parameters used to generate the
      // signature that would be different for each fidelity type supported.
      // For more info visit:
      // https://developer.apple.com/documentation/storekit/skadnetwork/signing_and_providing_ads
      message Fidelity {
        // The fidelity type of the attribution to track.
        optional SKAdNetworkFidelityType fidelity_type = 1 [default =
          STOREKIT_RENDERED_ADS];

        // A unique all-lowercase UUID generated by the advertiser to use for
        // generating the signature.
        optional string nonce = 2;

        // Unix time in millis used at the time of signature generation.
        optional int64 timestamp = 3;

        // SKAdNetwork signature as specified by Apple.
        optional string signature = 4;
      }
      repeated Fidelity fidelities = 9;

      // A unique all-lowercase UUID generated by the advertiser to use for
      // generating the signature.
      // Note:  This field will be deprecated in favor of the
      // BidResponse.ad.skadn.fidelities.nonce field to support multiple
      // fidelity types.
      optional string nonce = 5;

      // ID of publisher's app in Apple's app store. This should match the ID
      // from BidRequest.mobile.skad.sourceapp.
      optional string sourceapp = 6;

      // Unix time in millis used at the time of signature generation.
      // Note:  This field will be deprecated in favor of the
      // BidResponse.ad.skadn.fidelities.timestamp field to support multiple
      // fidelity types.
      optional int64 timestamp = 7;

      // SKAdNetwork signature as specified by Apple.
      // Note:  This field will be deprecated in favor of the
      // BidResponse.ad.skadn.fidelities.signature field to support multiple
      // fidelity types.
      optional string signature = 8;

      // These options indicate how to present SKOverlay recommending the
      // advertised app.
      // Supported by iOS 14 and later.
      //
      // For more info visit:
      // https://developer.apple.com/documentation/storekit/skoverlay
      message SKOverlay {
        // Delay in seconds after the ad begins before presenting the overlay.
        // If this field is set to 0, the overlay will be shown immediately
        // after the ad begins. If this field is unset, the overlay will not
        // be shown for the ad.
        optional int32 delay_seconds = 1;

        // Delay in seconds after the endcard shows before presenting the
        // overlay. (This field only applies to rewarded or interstitial video
        // creatives.) If this field is set to 0, the overlay will be shown
        // immediately after the endcard shows. If this field is unset,
        // the overlay will not be shown for the endcard.
        // If both `delay_seconds` and `endcard_delay_seconds` are set,
        // the overlay will be automatically dismissed when the ad ends,
        // and shown again after the endcard shows.
        optional int32 endcard_delay_seconds = 2;

        // Whether this overlay can be dismissed by the user.
        optional bool dismissible = 3 [default = true];
      }
      optional SKOverlay skoverlay = 13;

      // Google Mobile Ads SDK options for SKAdNetwork handling.
      message SKAdNetworkOptions {
        // By default, SKAdNetwork attribution will only be initiated if the
        // click-through URL lands on the app store, either as a direct link to
        // the app store or as the final destination of a server-side redirect
        // chain. Enables GMA SDK to always initiate SKAdNetwork
        // attribution on-click regardless of the detected click's final
        // destination URL. Note that enabling this will launch the app store
        // even for clicks that are not meant to open the app store, for example
        // clicks on Ad Choices icon. For more info, see:
        // https://developers.google.com/authorized-buyers/rtb/skadnetwork
        optional bool always_open_appstore = 1 [default = false];
      }
      optional SKAdNetworkOptions skadn_options = 10;
    }
    optional SKAdNetworkResponse skadn = 29;

    // ID of the advertised app (only for app promotion).
    // On Android, this should be a bundle or package name such as
    // com.foo.mygame. On iOS, it is a numeric ID.
    //
    // In addition to this field, set the app_promotion_type field below to take
    // advantage of features specific to app promotion types.
    optional string advertised_app_id = 32;

    // Possible types of app promotion.
    enum AppPromotionType {
      UNKNOWN_APP_PROMOTION_TYPE = 0;

      // For encouraging new users to download and install the advertised app.
      // Clicking this ad will show the app store listing as an overlay (for
      // supported formats), without leaving the publisher app.
      // Click through URL for this ad points to the app store listing.
      INSTALLS = 1;

      // Other types of app promotion that do not fall into the categories
      // above. No features specific to app promotion types will apply.
      OTHER = 3;
    }

    // Type of the app promotion corresponding to the advertised app specified
    // in the advertised_app_id field above.
    // If the advertised app is not specified, this field will be ignored.
    //
    // Setting advertised_app_id field without this field will be treated as if
    // this field were set to OTHER.
    optional AppPromotionType app_promotion_type = 33;

    // DSA Ad Transparency declarations. See
    // https://support.google.com/admanager/answer/14335032.
    message DsaTransparency {
      // Free text string describing the name of the advertiser on whose behalf
      // the ad is shown. Bids will not be accepted if this value is longer
      // than 100 characters.
      optional string displayed_on_behalf = 1;

      // Free text string describing the advertiser who paid for the ad. Must
      // always be included even if it's the same as what is listed in the
      // displayed_on_behalf attribute. Bids will not be accepted if this value
      // is longer than 100 characters.
      optional string paying_entity = 2;

      // Indicates that the buyer will render their own DSA transparency
      // information inside the creative.
      optional bool buyer_render = 3;
    }

    // DSA Ad Transparency information provided by the buyer.
    optional DsaTransparency dsa_transparency = 39;
  }
  repeated Ad ad = 2;

  // If is_test was set in the BidRequest, then you may return debug information
  // as plain text in this field. Don't set this field under normal
  // conditions, or set it to values longer than 100 characters. You should only
  // use this field when asked to do so as part of troubleshooting particular
  // problems.
  optional string debug_string = 5;

  // Set this to the processing time in milliseconds from when you
  // received the request to when you returned the response.
  optional int32 processing_time_ms = 4;

  // An optional, bidder-specified reason for not submitting a bid. This field
  // is equivalent to BidResponse.nbr in the OpenRTB protocol and uses the same
  // namespace of no-bid reason codes. See
  // https://developers.google.com/authorized-buyers/rtb/downloads/no-bid-reasons.txt
  // for the full set of no-bid reason codes.
  optional int32 no_bid_reason = 6;
}

// SKAdNetwork API starting from version 2.2 supports multiple ad
// presentation options specified by the `fidelity-type` parameter of the
// SKAdNetwork signature. The following are the fidelity types supported by
// Apple. For more info visit:
// https://developer.apple.com/documentation/storekit/skadnetwork/signing_and_providing_ads
enum SKAdNetworkFidelityType {
  // 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:
  // https://developer.apple.com/documentation/storekit/skadnetwork/generating_the_signature_to_validate_view-through_ads
  VIEW_THROUGH_ADS = 0;

  // 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:
  // https://developer.apple.com/documentation/storekit/skadnetwork/generating_the_signature_to_validate_storekit-rendered_ads
  STOREKIT_RENDERED_ADS = 1;
}

在這個訊息中，應檢查的第一個欄位為 bid_response_feedback.creative_status_code；您可以在 creative-status-codes.txt 中找到此程式碼代表的意義。請注意，如果您贏得出價，可以選擇退出價格回饋功能。詳情請參閱如何選擇退出。

即時意見回饋包括出價要求 ID 和下列其中一項：

競價結果 即時意見回饋
買方未提交出價。 不會發生任何事情。
買方提交的出價在進入競價前遭到篩除。 廣告素材狀態碼 (creative-status-codes.txt)。
買方已提交出價，但失敗了。 廣告素材狀態碼 79 (未在競價中出價)。
買方提交了贏得競價的出價。 清除價格和廣告素材狀態碼 1。

針對應用程式曝光和 83 的廣告素材狀態碼，應用程式發布者可能會使用中介服務刊登序列，因此勝出的出價會與發布商的回傳式曝光刊登序列鏈中的其他需求競爭。瞭解如何在出價時使用 sampled_mediation_cpm_ahead_of_auction_winner。

範例

以下是支援通訊協定中的即時回饋範例：

Google

OpenRTB JSON

OpenRTB 通訊協定緩衝區

為最高價得標競價建立出價模型

在最高價得標競價中設定出價後，如果出價未從競價中篩除，您會收到即時意見回饋，包括 minimum_bid_to_win 和 sampled_mediation_cpm_ahead_of_auction_winner 欄位。這些信號可做為出價邏輯，讓您瞭解為了贏得曝光所需的出價，您的出價可能會增加或降低。

  • minimum_bid_to_win：在即時出價競價中贏得的最低出價。如果您贏得競價，這將是您在贏得競價時可能所能的最低出價如果競價失敗，這就是得標出價。
  • sampled_mediation_cpm_ahead_of_auction_winner：如果中介服務鏈中有其他聯播網，這個欄位的值代表其中一個符合資格的中介服務聯播網價格範例，而且這些聯播網的值高於競價得標者，並依據預期供應率加權計算。如果中介服務鏈中沒有任何聯播網應供應廣告，或是發布商並未使用 SDK 中介服務，這個欄位就會設為 0。

運作方式

為了描述用來決定 minimum_bid_to_win 和 sampled_mediation_cpm_ahead_of_auction_winner 可能值的計算結果，我們必須先定義下列項目：

  • 以下以遞減順序顯示中介服務鏈中的千次曝光出價：
    \[C_1, C_2, …, C_n\]
  • 以下說明中介服務鏈中千次曝光出價的相應供應率：
    \[f_1, f_2, …, f_n\]
  • 以下函式可用來根據指定的供應率，透過中介服務鏈元素 \(i\)決定預期千次曝光出價和可能性：
    \(X_i = \{C_i\) 機率高 \(f_i\)； \(0\) 有機率 \(1 - f_i\}\)
  • 最終勝出的中介服務鏈會是：
    \[\{C_1, C_2, …, C_K, W\}\]
    其中 \(W\) 是得標出價，且 \(C_K > W >= C_{K+1}\)
  • 預留價格 (或底價) 會表示為 \(F\)。
  • 第二行出價的名稱為 \(R\)。
競價勝出者的計算
欄位 計算
minimum_bid_to_win
\(max\{F, R, X_{K+1}, …, X_n\}\)
sampled_mediation_cpm_ahead_
of_auction_winner
\(\{C_i\) 具有機率 \(\prod_{j=1}^{i-1}(1-f_j) \cdot f_i \div \prod_{j=1}^{K}(1-f_j)\}\)
適用於 \(1 <= i <= K\)。
競價失敗的計算方法
欄位 計算
minimum_bid_to_win
\(max\{F, W\}\)
sampled_mediation_cpm_ahead_
of_auction_winner
\(max\{X_1, …, X_K\}\)

簡易中介服務鏈範例

假設發布商同時使用即時出價和 SDK 中介服務鏈，如下所示：

SDK 中介服務鏈 預期千次曝光出價 供應率
網路 1 \(C_1 = $3.00\) \(f_1 = 5\%\)
網路 2 \(C_2 = $2.00\) \(f_2 = 45\%\)
網路 3 \(C_3 = $0.50\) \(f_3 = 80\%\)
網路 4 \(C_4 = $0.10\) \(f_4 = 85\%\)

假設即時出價競價的結果如下：

即時出價競價 千次曝光出價
競價勝出者 (W) $1.00
競價執行者向上 (R) $0.05
預訂價格 / 底價 (F) $0
贏得競價的出價

以下範例說明系統如何針對勝出的出價計算 minimum_bid_to_win 和 sampled_mediation_cpm_ahead_of_auction_winner 的值和機率。

minimum_bid_to_win 機率
\(max(F, R, C_3) = $0.50\) \(f_3 = 80\%\)
\(max(F, R, C_4) = $0.10\) \((1-f_3) \cdot f_4 = 17\%\)
\(max(F, R, 0) = $0.05\) \((1-f_3) \cdot (1-f_4) = 3\%\)
sampled_mediation_cpm_
ahead_of_auction_winner		 機率
\(C_1 = $3.00\) \(f_1 \div (1-(1-f_1) \cdot (1-f_2)) =~ 10.5\%\)
\(C_2 = $2.00\) \(((1-f_1) \cdot f_2) \div (1-(1-f_1) \cdot (1-f_2)) =~ 89.5\%\)
失去競價的出價

以下範例說明系統如何針對失去的出價計算 minimum_bid_to_win 和 sampled_mediation_cpm_ahead_of_auction_winner 的值和機率。

minimum_bid_to_win 機率
\(max(F, W) = $1.00\) \(100\%\)
sampled_mediation_cpm_
ahead_of_auction_winner		 機率
\(C_1 = $3.00\) \(f_1 = 5\%\)
\(C_2 = $2.00\) \((1-f_1) \cdot f_2 =~ 42.8\%\)
\(0\) \((1-f_1) \cdot (1-f_2) =~ 52.2\%\)

分割出價

分割出價是指處理將單一複雜 BidRequest 處理成傳送至您應用程式的多個出價要求。由於這些 ID 會保留相同的 ID (Authorized Buyers RTB 通訊協定中的 BidRequest.google_query_id，或 OpenRTB 通訊協定中的 BidRequestExt.google_query_id)，因此您可以決定在分割後，哪些出價要求具有關聯性。

廣告格式

部分廣告商機可能接受多種格式。分割出價時，每種格式都會透過不同的出價要求傳送，且例如符合資格的帳單 ID 等屬性與要求中指定的格式相關。

系統會將包含下列格式的出價要求分割為不同的出價要求：

  • 橫幅廣告
  • 影片
  • 音訊
  • 原生

廣告格式分割範例

以下範例顯示經過簡化的 OpenRTB JSON 出價要求，且未採用廣告格式分割，並比較一組對等的簡化請求：

預先壓層

柔化後

特惠

除了公開競價，特定出價方的廣告機會也適用於各種交易類型。使用交易分割出價時，系統會針對公開競價傳送一個出價要求，並為每種固定價格交易的類型分別發出一個出價要求。實務上，競價和固定價格交易類型的廣告限制可能不同。舉例來說，對於同時可供公開競價和固定價格交易的特定影片廣告商機，出價工具會收到不同的出價要求，其中每項限制 (例如廣告長度上限和是否允許可略過廣告) 可能各不相同。因此，對廣告機會進行分割，可讓您更輕鬆地區分公開競價和固定價格交易的廣告限制。

可略過的影片播放時間上限

對於影片時間長度和可略過性而言，Google 的通訊協定和 OpenRTB 實作支援下列欄位：

時間長度 可略過時間長度 可略過設定
Google 通訊協定 max_ad_duration skippable_max_ad_duration video_ad_skippable
OpenRTB maxduration n/a skip

這表示雖然 Google 通訊協定可以有精細的可略過和不可略過時間長度，但 OpenRTB 實作中只有單一時間長度上限值。

在分割出價前，OpenRTB 的 maxduration 會設為 Google 通訊協定的 max_ad_duration 和 skippable_max_ad_duration 欄位較低者。現在，當這些值不同時，這個行為已經改為傳送兩個不同的出價要求：一個代表可略過的 maxduration，另一個代表不可略過的機會。

以下範例說明 Google 通訊協定要求在分割出價前後，如何轉換為 OpenRTB。對等的 Google 通訊協定要求會有 15 的 max_ad_duration 和 60 的 skippable_max_ad_duration。

範例 max_ad_duration skip (是或否)
未分割的原始要求 15 true
分割式請求 #1：不可略過 15 false
分割式請求 #2：可略過 60 true

只有在符合下列條件時，系統才會依可略過影片時間長度要求分割出價要求：

  • 這項要求允許播放影片。
  • 可以略過和略過影片，且兩個時間長度上限的值各不相同。
  • 這項要求符合私下競價或公開競價資格。
  • 出價方帳戶具有有效的 OpenRTB 端點。

如要停用這類分割功能，請與客戶技術顧問聯絡。

影片廣告連播

如果影片廣告連播有多個廣告商機，出價要求會分割，因此每個出價要求都是針對該廣告連播中的個別廣告機會。您可以針對特定廣告連播，對多個廣告商機出價。

Open Measurement

透過 Open Measurement，您可以指定第三方供應商，為行動應用程式環境放送的廣告提供獨立的評估和驗證服務。

您可以檢查廣告商機是否排除發布商可排除的廣告素材屬性中的 OmsdkType: OMSDK 1.0 屬性，以判斷發布商是否在出價要求中支援 Open Measurement。如果是 Authorized Buyers 通訊協定，則位於 BidRequest.adslot[].excluded_attribute 底下。如為 OpenRTB 通訊協定，可在橫幅或影片的 battr 屬性中找到這項資訊 (視格式而定)。

如要進一步瞭解如何解讀包含 Open Measurement 信號的出價要求，請參閱 Open Measurement SDK 說明中心文章。

出價要求範例

以下各節說明不同廣告類型的出價要求範例。

應用程式橫幅廣告

Google

OpenRTB JSON

OpenRTB 通訊協定緩衝區

應用程式插頁式廣告

Google

OpenRTB JSON

OpenRTB 通訊協定緩衝區

應用程式插頁式影片廣告

Google

OpenRTB 通訊協定緩衝區

應用程式原生

Google

OpenRTB JSON

OpenRTB 通訊協定緩衝區

網路影片

Google

廣告交易平台出價工具適用的行動版網站橫幅

OpenRTB 通訊協定緩衝區