Bid Loss Notification
Overview
In OpenRTB, bidders can make use of bid loss notifications.
Partners can include an endpoint (lurl) in their bid response that is called when the bid is lost, along with additional information provided by the exchange.
Reference: OpenRTB 2.5 Specification
Object: Bid
Attribute: lurl
Description:
Loss notice URL called by the exchange when a bid is known to have been lost.
Substitution macros (see 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. These macros are replaced with the corresponding information when the loss notification is triggered.
| Macro | Description |
|---|---|
${AUCTION_LOSS} | Provides the loss reason ID |
${AUCTION_MINIMUM_BID_TO_WIN} | Indicates the minimum bid price required to win the auction |
${AUCTION_ID} | Identifies the specific auction |
Loss Reason Codes
The ${AUCTION_LOSS} macro provides a loss reason ID that helps identify why the bid was lost.
Below are the main loss reason codes supported within our platform or marketplace.
| Loss Reason ID | Loss Reason Code / Description |
|---|---|
| 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 |
Note:
Additional loss reasons may be passed through when signals originate from an upstream auction.
Refer to the OpenRTB 2.5 Specification, Section 5.25 – “Loss Reason Codes” for the complete list.
Minimum Bid to Win (Loss Price / Clearing Price)
The macro ${AUCTION_MINIMUM_BID_TO_WIN} provides insights into the minimum price needed to win the auction.
This value is available only for the following loss reasons:
- 102 – Lost to Higher Bid
- 103 – Lost to a Bid for a Deal
Upstream Auction Signals
Our platform collects bid loss notification signals from supported upstream exchanges or integrations.
Please contact your Account Manager for further details on the supported connections.
When applicable, this information is passed downstream to bidders on our platform who win the auction within our marketplace but lose the upstream auction.
Both loss reason and minimum bid to win (loss price) signals are passed in such cases.
Updated about 1 month ago