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OpenRTB 协议文档 2.1
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OpenRTB 协议文档2.1 OpenRTB_API_Specification_Version2.1_FINAL
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RTB Project
OpenRTB API Specification Version 2.1
October 2012
Introduction
The RTB Project, formerly known as the OpenRTB Consortium, assembled in November 2010 to
develop a new API specification for companies interested in an open protocol for the automated
trading of digital media across a broader range of platforms, devices, and advertising solutions.
This document is the culmination of those efforts.
About the IAB’s Networks & Exchanges Committee:
The IAB Networks & Exchanges Committee is comprised of senior leaders of ad networks and ad
exchanges member companies. The committee is dedicated to furthering the interests of digital
ecosystem in today's complex ad marketplace. Committee objectives are to foster the highest
standards of professionalism and accountability in relationships with publishers, advertisers,
intermediaries, and the agency community, to develop programs that enable revenue growth,
and to create best practices that protect consumers and the industry.
The RTB Project is a working group within the IAB Advertising Technology Council.
This document can be found at www.iab.net
IAB Contact Information:
Brendan Riordan-Butterworth
Director of Technical Standards, IAB
brendan@iab.net
License
OpenRTB Specification by OpenRTB is licensed under a Creative Commons Attribution 3.0
License, based on a work at openrtb.info. Permissions beyond the scope of this license may be
available at http://openrtb.info. To view a copy of this license, visit
http://creativecommons.org/licenses/by/3.0/ or write to Creative Commons, 171 Second Street,
Suite 300, San Francisco, CA 94105, USA.
Table of Contents
Before You Get Started ............................................................................................... 1
Integration Checklist ................................................................................................... 2
1 Introduction .......................................................................................................... 3
1.1 Mission / Overview ..................................................................................................................................... 3
1.2 Credits / Project History........................................................................................................................... 4
1.3 Resources ........................................................................................................................................................ 4
1.4 Version History ............................................................................................................................................. 5
1.5 Terminology .................................................................................................................................................. 5
2 RTB Basics ............................................................................................................. 6
2.1 Transport ........................................................................................................................................................ 6
2.2 Security ............................................................................................................................................................ 6
2.3 Data Format ................................................................................................................................................... 7
2.4 OpenRTB Version HTTP Header ........................................................................................................... 7
2.5 Privacy by Design ........................................................................................................................................ 8
2.6 Relationship to IAB Quality Assurance Guidelines ........................................................................ 8
2.7 Customization and Extensions ............................................................................................................... 8
3 Bid Request Details ............................................................................................... 9
3.1 Object List ....................................................................................................................................................... 9
3.2 Object Hierarchy ....................................................................................................................................... 12
3.3 Object Definitions ..................................................................................................................................... 13
3.3.1 Bid Request Object ................................................................................................................................... 13
3.3.2 Impression Object ..................................................................................................................................... 15
3.3.3 Banner Object............................................................................................................................................. 17
3.3.4 Video Object ................................................................................................................................................ 18
3.3.5 Site Object .................................................................................................................................................... 21
3.3.6 App Object .................................................................................................................................................... 22
3.3.7 Content Object ........................................................................................................................................... 23
3.3.8 Publisher Object ........................................................................................................................................ 25
3.3.9 Producer Object ......................................................................................................................................... 26
3.3.10 Device Object .............................................................................................................................................. 26
3.3.11 Geo Object .................................................................................................................................................... 29
3.3.12 User Object................................................................................................................................................... 30
3.3.13 Data Object .................................................................................................................................................. 31
3.3.14 Segment Object .......................................................................................................................................... 31
4 Bid Response Details ........................................................................................... 33
4.1 Object List .................................................................................................................................................... 33
4.2 Object Hierarchy ....................................................................................................................................... 33
4.3 Object Definitions ..................................................................................................................................... 34
4.3.1 Bid Response Object ................................................................................................................................ 34
4.3.2 Seat Bid Object ........................................................................................................................................... 35
4.3.3 Bid Object ..................................................................................................................................................... 35
4.4 Loss Notification ....................................................................................................................................... 37
4.5 Ad Serving Options .................................................................................................................................. 37
4.5.1 Ad Served on the Win Notice ............................................................................................................... 37
4.5.2 Ad Served in the Bid ................................................................................................................................ 37
4.5.3 Comparison of Ad Serving Approaches .......................................................................................... 37
4.6 Substitution Macros................................................................................................................................. 38
5 Bid Request/Response Samples ........................................................................... 40
5.1 Bid Requests ............................................................................................................................................... 40
5.1.1 Example 1 – Simple Banner ................................................................................................................. 40
5.1.2 Example 2 – Expandable Creative .................................................................................................... 42
5.1.3 Example 3 – Mobile ................................................................................................................................. 45
5.1.4 Example 4 – Video .................................................................................................................................... 47
5.2 Bid Responses ............................................................................................................................................ 52
5.2.1 Example 1 – Ad Served on Win Notice ............................................................................................ 52
5.2.2 Example 2 – VAST URL Returned ...................................................................................................... 53
5.2.3 Example 3 – VAST XML Document Returned Inline ................................................................. 54
6 Reference Lists/Enumerations ............................................................................. 56
6.1 Content Categories ................................................................................................................................... 56
6.2 Banner Ad Types ....................................................................................................................................... 69
6.3 Creative Attributes ................................................................................................................................... 69
6.4 API Frameworks ....................................................................................................................................... 70
6.5 Ad Position .................................................................................................................................................. 70
6.6 Video Linearity .......................................................................................................................................... 71
6.7 Video Bid Response Protocols ............................................................................................................. 71
6.8 Video Playback Methods........................................................................................................................ 71
6.9 Video Start Delay ...................................................................................................................................... 72
6.10 Connection Type ................................................................................................................................... 72
6.11 Expandable Direction ......................................................................................................................... 72
6.12 Content Delivery Methods ................................................................................................................ 73
6.13 Content Context .................................................................................................................................... 73
6.14 Video Quality .......................................................................................................................................... 74
6.15 Location Type ........................................................................................................................................ 74
6.16 Device Type ............................................................................................................................................ 74
6.17 VAST Companion Types .................................................................................................................... 75
6.18 QAG Media Ratings .............................................................................................................................. 75
Appendix A: Additional Information ......................................................................... 76
OPENRTB API Specification Version 2.1 RTB Project
Page 1
Before You Get Started
This specification contains a very detailed explanation of a real-time bidding interface. Not all
objects are required, and each object may contain a number of optional parameters. To assist a
first time reader of the specification, we have indicated which fields are essential to support a
minimum viable real time bidding interface for various scenarios (banner, video, mobile, etc.).
A minimal viable interface should include the required and recommended parameters, but the
scope for these parameters may be limited to specific scenarios. In these cases, the scope will
be qualified with the applicable scenarios (e.g., required for video impressions and
recommended for native apps). Conversely, if the scope is not qualified, it applies to all
scenarios.
Optional parameters may be included to ensure maximum value is derived by the parties.
IMPORTANT: Since recommended parameters are not required, they may not be available from
all supply sources. It is suggested that all parties to OpenRTB transaction complete the
integration checklist on the next page to identify which parameters the supply side supports in
the bid request, and which parameters the demand side requires for ad decisioning.
Required parameters must
be included.
Recommended parameters
should be included unless
there is a compelling reason
to omit them.
Optional parameters may be
included at your discretion.
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- wangheid2018-06-10纯英文的资料。还是不错的
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