Bid Loss Notification
In OpenRTB, bidders can make use of bid loss notice/notification. Partners can include an endpoint (lurl) in their bid response that is called when losing the bid, with additional information provided by the regarding exchange.
Reference:
OpenRTB 2.5 Spec, Object: Bid, Attribute: lurl, Description:
Loss notice URL called by the exchange when a bid is known to have been lost. Substitution macros (Section 4.4) may be included. Exchange-specific policy may preclude support for loss notices or the disclosure of winning clearing prices resulting in
{AUCTION_PRICE}macros being removed (i.e., replaced with a zero-length string).
Supported Substitution Macros
Bidders can include the following macros in their lurl, which are substituted with the regarding information when called:
{AUCTION_LOSS}{AUCTION_MINIMUM_BID_TO_WIN}{AUCTION_ID}
Loss Reason Codes
The macro {AUCTION_LOSS} provides a loss reason (ID). The following main loss reason codes are supported for an auction within our platform/marketplace.
| Loss Reason ID | Loss Reason Code |
|---|---|
| 1 | Internal Error |
| 3 | Invalid Bid Response |
| 4 | Invalid Deal ID |
| 7 | Missing Markup |
| 9 | Missing Bid Price |
| 102 | Lost to Higher Bid |
| 103 | Lost to a Bid for a Deal |
| 104 | Buyer Seat Blocked |
| 200 | Creative Filtered - General; Reason Unknown |
| 202 | Creative Filtered - Disapproved by Exchange |
| 205 | Creative Filtered - Advertiser Exclusions |
| 206 | Creative Filtered – App Bundle Exclusions |
| 209 | Creative Filtered - Category Exclusions |
| 210 | Creative Filtered - Creative Attribute Exclusions |
Please Note:
There can be more loss reasons passed through in case of signals provided from any upstream auction. All major codes can be looked up in the OpenRTB 2.5 Specification, Section 5.25 “Loss Reason Codes.”
Minimum Bid To Win (Loss Price / Clearing Price)
The macro ${AUCTION_MINIMUM_BID_TO_WIN} provides insights on the minimum price needed to win the auction. Please note that it is only set in case of the following loss reasons:
- Lost to Higher Bid (102)
- Lost to a Bid for a Deal (103)
Upstream Auction Signals
Our platform collects bid loss notification insights from upstream auctions for supported exchanges or integrations. Please get in touch with your account manager to get further details on the supported connections.
When applicable, this information is passed downstream to bidders on our platform when they win the auction within our marketplace, but eventually lose the upstream auction. Both loss reason and minimum bid to win (loss price) signals are passed.
Updated 9 days ago