seat-non-bid.md

Seat Non Bid Response

Sponsors: Xandr, Magnite, CafeMedia, Media.net

Overview

There’s an ongoing effort in the industry for exchanges to provide publishers with insights into why seats do not bid. Insights include reasons why the exchange did not request a bid from a seat, why a seat did not bid, and why a bid was considered invalid. Publishers want to use this information to learn how to improve performance and increase efficiency.

This proposal introduces an extension on the BidResponse object to enable each seat to provide a reason for not bidding, or for the exchange to provide a reason for not requesting a bid or rejecting a bid from a particular seat.

Why Something New

The OpenRTB 2.x BidResponse object defines the nbr field to provide one reason for not bidding. There's no structure defined to convey granular information when some seats bid and others do not.

The Bid object cannot be extended for non bid scenarios since it constitutes an offer to buy an impression and requires a price. Similarly, the SeatBid object cannot be extended as it requires at least one Bid.

Considerations

Exchanges and publishers who do not wish to emit or act upon these insights may choose to ignore this extension. Exchanges may provide an option to publishers for including this level of detail.

There are many reasons for a non bid scenario and it is understood not all can be included in a standardized enumeration. Exchanges may use 500+ values to define their own reason codes as appropriate.

Specification

Example Bid Response

{
    "id": "1234567890",
    "ext": {
        "seatnonbid": [{
            "seat": "512",
            "nonbid": [{
                "impid": "102",
                "statuscode": 301
            }]
        }]
    }
}

Object: BidResponse

Attribute	Type	Description
ext.seatnonbid	object array	Optional array of SeatNonBid objects.

Object: SeatNonBid

Attribute	Type	Description
nonbid	object array; required	Array of 1+ NonBid objects each related to an impression. Multiple non bids may relate to the same impression.
seat	string	ID of the buyer seat (e.g., advertiser, agency) on whose behalf this bid is made.
ext	object	Placeholder for future extensions.

Object: NonBid

Attribute	Type	Description
impid	string; required	ID of the Imp object in the related bid request.
statuscode	integer; required	Reason for non bid. Refer to the Non Bid Status Codes list in this document.
ext	object	Placeholder for future extensions.

List: Non Bid Status Codes

Value	Description
0	No Bid - General
1	No Bid - Internal Technical Error
2	No Bid - Invalid Request
3	No Bid - Known Web Crawler
4	No Bid - Suspected Non-Human Traffic
5	No Bid - Cloud, Data Center, or Proxy IP
6	No Bid - Unsupported Device
7	No Bid - Blocked Publisher or Site
8	No Bid - Unmatched User
9	No Bid - Daily User Cap Met
10	No Bid - Daily Domain Cap Met
11	No Bid - Ads.txt Authorization Unavailable
12	No Bid - Ads.txt Authorization Violation
13	No Bid - Ads.cert Authentication Unavailable
14	No Bid - Ads.cert Authentication Violation
15	No Bid - Insufficient Auction Time
16	No Bid - Incomplete SupplyChain
17	No Bid - Blocked SupplyChain Node
100	Error - General
101	Error - Timeout
102	Error - Invalid Bid Response
103	Error - Bidder Unreachable
200	Request Blocked - General
201	Request Blocked - Unsupported Channel (app/site/dooh)
202	Request Blocked - Unsupported Media Type (banner/video/native/audio)
203	Request Blocked - Optimized
204	Request Blocked - Privacy
300	Response Rejected - General
301	Response Rejected - Below Floor
302	Response Rejected - Duplicate
303	Response Rejected - Category Mapping Invalid
304	Response Rejected - Below Deal Floor
350	Response Rejected - Invalid Creative
351	Response Rejected - Invalid Creative (Size Not Allowed)
352	Response Rejected - Invalid Creative (Not Secure)
353	Response Rejected - Invalid Creative (Incorrect Format)
354	Response Rejected - Invalid Creative (Malware)
355	Response Rejected - Invalid Creative (Advertiser Exclusions)
356	Response Rejected - Invalid Creative (Advertiser Blocked)
357	Response Rejected - Invalid Creative (Category Exclusion)
500+	Vendor-specific codes.

Advertiser Exclusions vs Advertiser Blocked: "Exclusion" refers to scenarios of competitive separation, while "Blocked" refers to publisher driven block lists.

Non Bid Status Codes Guidance

• Exchanges are encouraged to provide as much detail as possible, but it is acceptable to use the general codes (0, 100, 200, 300) when details aren't known.

• The values 1-17 intentionally overlap with the OpenRTB 3.0 No-Bid Reason Codes such that seats which provide a nbr can easily mapping to a statuscode.

Non Bid Status Code values are purposefully organized into the following ranges to assist with high level classification:

Range	Description	Interpretation	Action
0-99	No Bid	Auction ran successfully without demand for the impression.	Seats with low demand may be re-evaluated or optimized.
100-199	Error	Technical problem occurred during the auction.	Seat may need investigation to determine root cause.
200-299	Request Rejected	Impression was explicitly not sent to the seat.	Bid Request should be re-evaluated for unsupported impressions. May be expected due to exchange configuration.
300-399	Response Rejected	Seat responded with a bid that was rejected by the exchange.	Seat may need to resolve.