OpenRTB API规格2.5版：实时竞价协议

OpenRTB

实时竞价

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"OpenRTB-API-2.5版本 (最新版)" OpenRTB,即实时竞价(RTB)项目，是互联网广告交换协会(IAB Technology Laboratory)于2010年11月发起的一项倡议，旨在创建一个开放的协议标准，以支持跨各种平台、设备和广告解决方案的数字媒体自动化交易。OpenRTB API规范2.5版是2016年11月发布的最新版本，是工作小组努力的结晶，可以在IAB的官方网站上找到。 OpenRTB API规范2.5版是实时交易的核心，它定义了买方和卖方之间交换广告库存数据和投标请求的结构和流程。这个版本的更新旨在优化和扩展之前的版本，以适应快速发展的数字广告市场的需求。该规范包括以下几个核心部分： 1. **广告库存(Ad Inventory)**：定义了广告位的信息，如广告尺寸、广告位类型（网页、移动、视频等）、地理位置、用户属性等，这些都是买方在决定是否参与竞标时需要考虑的关键因素。 2. **用户标识(User ID)**：提供了一种方法来识别和跟踪用户，这可能涉及设备ID、Cookie或其他匿名用户标识符，有助于个性化广告投放和评估广告效果。 3. **数据(Data)**：允许买卖双方传递第一方和第三方数据，这些数据可以是用户行为、兴趣、人口统计信息等，用于更精确的广告定位。 4. **竞标请求(Bid Request)**：包含了所有关于即将拍卖的广告库存的详细信息，买方根据这些信息决定是否参与竞标以及出价多少。 5. **竞标响应(Bid Response)**：是买方对竞标请求的回应，包含是否参与竞标、出价金额以及可能的创意广告内容。 6. **交易安全和透明性(Transparency and Security)**：规范确保在交易过程中的数据安全，防止欺诈，并提供了验证机制，确保各方都能信任交易过程。 7. **计费和结算(Billing and Settlement)**：规定了如何计算和处理成功的交易，包括基于每千次展示(CPM)、每次点击(CPC)或每次行动(CPA)的定价模式。 OpenRTB 2.5版本还引入了对新设备和技术的支持，例如物联网设备、智能电视和增强现实/虚拟现实应用的广告。此外，它还加强了对用户隐私保护的考虑，适应了GDPR等数据保护法规的要求。 IAB Technology Laboratory作为非营利的研究和开发联盟，致力于制定和推广全球性的行业技术标准，帮助公司实施解决方案，减少数字广告供应链中的摩擦，同时促进行业的安全增长。 OpenRTB API 2.5版本是数字广告行业中不可或缺的一部分，它为程序化购买和售卖广告提供了一个标准化的框架，推动了整个行业的创新和发展。

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OpenRTB API Specification Version 2.5 IAB Technology Lab

www.iab.com/openrtb Page 8

3. Bid Request Specification

RTB transactions are initiated when an exchange or other supply source sends a bid request to a bidder.

The bid request consists of the top-level bid request object, at least one impression object, and may

optionally include additional objects providing impression context.

3.1 Object Model

Following is the object model for the bid request. The top-level object (i.e., in JSON the unnamed outer

object) is denoted as BidRequest in the model. Of its direct subordinates, only Imp is technically

required since it is fundamental to describing the impression being sold and its requires at least one of

Banner (which may allow multiple formats), Video, Audio, and Native to define the type of

impression (i.e., whichever one or more the publisher is willing to accept; although a bid will be for

exactly one of those specified). An impression can optionally be subject to a private marketplace.

Figure 3: Bid Request object model.

OpenRTB API Specification Version 2.5 IAB Technology Lab

www.iab.com/openrtb Page 9

Other subordinates to the BidRequest provide various forms of information to assist bidders in making

targeting and pricing decisions. This includes details about the user, the device they’re using, the

location of either, regulatory constraints, and the content and media in which the impression will occur.

On the latter, there is the distinction between site (i.e., website) and application (i.e., non-browser app

typically in mobile). The abstract class called DistributionChannel is just a modeling concept to

indicate that a BidRequest is related to either a Site or an App, but not both (i.e., a distribution

channel is an abstraction of site and app). Both sites and apps can be further described by data about

their publisher, the content, and the content’s producer.

Not shown in the model figure is an extensions object. This is an object of undefined structure that can

be added to any other object to convey exchange-specific extensions to the standard. Exchanges using

these objects are responsible for publishing their extensions to their bidders.

The following table summarizes the objects in the Bid Request model and serves as an index into the

detailed definitions in the subsections that follow.

Object

Section

Description

BidRequest

3.2.1

Top-level object.

Source

3.2.2

Request source details on post-auction decisioning (e.g., header bidding).

Regs

3.2.3

Regulatory conditions in effect for all impressions in this bid request.

Imp

3.2.4

Container for the description of a specific impression; at least 1 per request.

Metric

3.2.5

A quantifiable often historical data point about an impression.

Banner

3.2.6

Details for a banner impression (incl. in-banner video) or video companion ad.

Video

3.2.7

Details for a video impression.

Audio

3.2.8

Container for an audio impression.

Native

3.2.9

Container for a native impression conforming to the Dynamic Native Ads API.

Format

3.2.10

An allowed size of a banner.

Pmp

3.2.11

Collection of private marketplace (PMP) deals applicable to this impression.

Deal

3.2.12

Deal terms pertaining to this impression between a seller and buyer.

Site

3.2.13

Details of the website calling for the impression.

App

3.2.14

Details of the application calling for the impression.

Publisher

3.2.15

Entity that controls the content of and distributes the site or app.

Content

3.2.16

Details about the published content itself, within which the ad will be shown.

Producer

3.2.17

Producer of the content; not necessarily the publisher (e.g., syndication).

Device

3.2.18

Details of the device on which the content and impressions are displayed.

Geo

3.2.19

Location of the device or user’s home base depending on the parent object.

User

3.2.20

Human user of the device; audience for advertising.

Data

3.2.21

Collection of additional user targeting data from a specific data source.

Segment

3.2.22

Specific data point about a user from a specific data source.

OpenRTB API Specification Version 2.5 IAB Technology Lab

www.iab.com/openrtb Page 10

3.2 Object Specifications

The subsections that follow define each of the objects in the bid request model. Several conventions

are used throughout:

 Attributes are “required” if their omission would technically break the protocol.

 Some optional attributes are denoted “recommended” due to their elevated business importance.

 Unless a default value is explicitly specified, an omitted attribute is interpreted as “unknown”.

3.2.1 Object: BidRequest

The top-level bid request object contains a globally unique bid request or auction ID. This id attribute is

required as is at least one impression object (Section 3.2.4). Other attributes in this top-level object

establish rules and restrictions that apply to all impressions being offered.

There are also several subordinate objects that provide detailed data to potential buyers. Among these

are the Site and App objects, which describe the type of published media in which the impression(s)

appear. These objects are highly recommended, but only one applies to a given bid request depending

on whether the media is browser-based web content or a non-browser application, respectively.

Attribute

Type

Description

string; required

Unique ID of the bid request, provided by the exchange.

imp

object array;

required

Array of Imp objects (Section 3.2.4) representing the

impressions offered. At least 1 Imp object is required.

site

object;

recommended

Details via a Site object (Section 3.2.13) about the publisher’s

website. Only applicable and recommended for websites.

app

object;

recommended

Details via an App object (Section 3.2.14) about the publisher’s

app (i.e., non-browser applications). Only applicable and

recommended for apps.

device

object;

recommended

Details via a Device object (Section 3.2.18) about the user’s

device to which the impression will be delivered.

user

object;

recommended

Details via a User object (Section 3.2.20) about the human

user of the device; the advertising audience.

test

integer;

default 0

Indicator of test mode in which auctions are not billable,

where 0 = live mode, 1 = test mode.

integer;

default 2

Auction type, where 1 = First Price, 2 = Second Price Plus.

Exchange-specific auction types can be defined using values

greater than 500.

tmax

integer

Maximum time in milliseconds the exchange allows for bids to

be received including Internet latency to avoid timeout. This

value supersedes any a priori guidance from the exchange.

wseat

string array

White list of buyer seats (e.g., advertisers, agencies) allowed

to bid on this impression. IDs of seats and knowledge of the

buyer’s customers to which they refer must be coordinated

between bidders and the exchange a priori. At most, only one

of wseat and bseat should be used in the same request.

Omission of both implies no seat restrictions.

OpenRTB API Specification Version 2.5 IAB Technology Lab

www.iab.com/openrtb Page 11

bseat

string array

Block list of buyer seats (e.g., advertisers, agencies) restricted

from bidding on this impression. IDs of seats and knowledge

of the buyer’s customers to which they refer must be

coordinated between bidders and the exchange a priori. At

most, only one of wseat and bseat should be used in the

same request. Omission of both implies no seat restrictions.

allimps

integer;

default 0

Flag to indicate if Exchange can verify that the impressions

offered represent all of the impressions available in context

(e.g., all on the web page, all video spots such as pre/mid/post

roll) to support road-blocking. 0 = no or unknown, 1 = yes, the

impressions offered represent all that are available.

cur

string array

Array of allowed currencies for bids on this bid request using

ISO-4217 alpha codes. Recommended only if the exchange

accepts multiple currencies.

wlang

string array

White list of languages for creatives using ISO-639-1-alpha-2.

Omission implies no specific restrictions, but buyers would be

advised to consider language attribute in the Device and/or

Content objects if available.

bcat

string array

Blocked advertiser categories using the IAB content

categories. Refer to List 5.1.

badv

string array

Block list of advertisers by their domains (e.g., “ford.com”).

bapp

string array

Block list of applications by their platform-specific exchange-

independent application identifiers. On Android, these should

be bundle or package names (e.g., com.foo.mygame). On iOS,

these are numeric IDs.

source

object

A Sorce object (Section 3.2.2) that provides data about the

inventory source and which entity makes the final decision.

regs

object

A Regs object (Section 3.2.3) that specifies any industry, legal,

or governmental regulations in force for this request.

ext

object

Placeholder for exchange-specific extensions to OpenRTB.

3.2.2 Object: Source

This object describes the nature and behavior of the entity that is the source of the bid request

upstream from the exchange. The primary purpose of this object is to define post-auction or upstream

decisioning when the exchange itself does not control the final decision. A common example of this is

header bidding, but it can also apply to upstream server entities such as another RTB exchange, a

mediation platform, or an ad server combines direct campaigns with 3

party demand in decisioning.

Attribute

Type

Description

Integer;

recommended

Entity responsible for the final impression sale decision, where

0 = exchange, 1 = upstream source.

tid

string;

recommended

Transaction ID that must be common across all participants in

this bid request (e.g., potentially multiple exchanges).

pchain

string;

recommended

Payment ID chain string containing embedded syntax

described in the TAG Payment ID Protocol v1.0.

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