ORTB
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Native 分册导航

Native 1.1

对象
13
字段
62
数据基线：官方历史 PDF 的 OCR 识别稿，采集于 2026-08-25 · CC-BY 3.0 (IAB / IAB Tech Lab)
本页目录

本版本数据来自官方历史 PDF 的 OCR 识别稿，逐表人工审核后入库，为 draft 状态；审核修复与忠实保留的官方怪癖均登记于对象注记与溯源记录。

Bid Request 侧（§4）

Native Markup Request§4.110 字段1 必填2 废弃`Native Markup Request` 对象定义本次竞价请求中可供出价的原生广告机会。依交易平台（exchange）的选择，它以 JSON 编码字符串形式包含在竞价请求的 imp.native 字段中，或作为直接 JSON 对象包含。OpenRTB 2.3/2.4 官方仅支持 JSON 编码字符串形式，但许多交易平台已实现正式对象；请查阅各平台集成文档。Default 列规定未提供显式取值时可选参数应如何解释。译稿校对中ENThe Native Object defines the native advertising opportunity available for bid via this bid request. It will be included as a JSON-encoded string in the bid request's imp.native field or as a direct JSON object, depending on the choice of the exchange. While OpenRTB 2.3/2.4 supports only JSON-encoded strings, many exchanges have implemented a formal object. Check with your integration docs. The Default column dictates how optional parameters should be interpreted if explicit values are not provided.
Asset Request§4.27 字段1 必填交易平台（exchange）代表渲染客户端所请求或支持的每个资产的主容器对象。必需的对象须显式标记。每个对象中 {title,img,video,data} 只应存在其一，其余应为 null/absent。id 在 `Asset Request` 数组内须唯一，以便响应可以对齐。译稿校对中ENThe main container object for each asset requested or supported by Exchange on behalf of the rendering client. Any object that is required is to be flagged as such. Only one of the {title,img,video,data} objects should be present in each object. All others should be null/absent. The id is to be unique within the AssetObject array so that the response can be aligned.
Title Request§4.32 字段1 必填`Title Request` 对象用于原生广告的标题元素。译稿校对中ENThe Title object is to be used for title element of the Native ad.
Image Request§4.47 字段`Image Request` 对象用于原生广告的所有图像元素，如图标（Icon）、主图（Main Image）等。推荐尺寸与宽高比见 Image Asset Types 一节。译稿校对中ENThe Image object to be used for all image elements of the Native ad such as Icons, Main Image, etc. Recommended sizes and aspect ratios are included in the Image Asset Types section.
Video Request§4.55 字段4 必填`Video Request` 对象用于原生广告中支持的所有视频元素，对应 OpenRTB 的 `Video` 对象。交易平台实现方可施加自己的特定限制。以下为 Video 对象的必需属性；可选属性请参阅 OpenRTB。译稿校对中ENThe video object to be used for all video elements supported in the Native Ad. This corresponds to the Video object of OpenRTB. Exchange implementers can impose their own specific restrictions. Here are the required attributes of the Video Object. For optional attributes please refer to OpenRTB.
Data Request§4.63 字段1 必填`Data Request` 对象用于原生单元的所有非核心元素，如品牌名、评分、评论数、星级、下载量、描述等。它对本文档撰写时尚未预见到的未来原生元素也是通用的。部分情况下，Data Asset Types 表中还附带额外推荐。译稿校对中ENThe Data Object is to be used for all non-core elements of the native unit such as Brand Name, Ratings, Review Count, Stars, Download count, descriptions etc. It is also generic for future native elements not contemplated at the time of the writing of this document. In some cases, additional recommendations are also included in the Data Asset Types table.

Bid Response 侧（§5）

Native Markup Response§5.16 字段2 必填`Native Markup Response` 对象是标识一条原生响应的顶层 JSON 对象，具有以下属性：译稿校对中ENThe native object is the top level JSON object which identifies a native response. The native object has following attributes:
Asset Response§5.28 字段1 必填对应请求中的 `Asset Request` 对象。交易平台（exchange）代表渲染客户端所请求或支持的每个资产的主容器对象。必需的对象须显式标记。每个对象中 {title,img,video,data} 只应存在其一，其余应为 null/absent。id 在资产数组内须唯一，以便响应可以对齐。译稿校对中ENCorresponds to the Asset Object in the request. The main container object for each asset requested or supported by Exchange on behalf of the rendering client. Any object that is required is to be flagged as such. Only one of the {title,img,video,data} objects should be present in each object. All others should be null/absent. The id is to be unique within the AssetObject array so that the response can be aligned.
Title Response§5.32 字段1 必填对应请求中的 `Title Request` 对象，并填入取值。译稿校对中ENCorresponds to the Title Object in the request, with the value filled in.
Image Response§5.44 字段1 必填对应请求中的 `Image Request` 对象。该 Image 对象用于原生广告的所有图像元素，如图标（Icon）、主图（Main Image）等。译稿校对中ENCorresponds to the Image Object in the request. The Image object to be used for all image elements of the Native ad such as Icons, Main Image, etc.
Data Response§5.53 字段1 必填对应请求中的 `Data Request` 对象，并填入取值。Data 对象用于原生单元的所有杂项元素，如品牌名、评分、评论数、星级、下载量、价格等。它对本文档撰写时尚未预见到的未来原生元素也是通用的。译稿校对中ENCorresponds to the Data Object in the request, with the value filled in. The Data Object is to be used for all miscellaneous elements of the native unit such as Brand Name, Ratings, Review Count, Stars, Downloads, Price count etc. It is also generic for future native elements not contemplated at the time of the writing of this document.
Video Response§5.61 字段1 必填对应请求中的 `Video Request` 对象，但其取值为一条合规的 VAST 标签。译稿校对中ENCorresponds to the Video Object in the request, yet containing a value of a conforming VAST tag as a value.
Link Response§5.74 字段1 必填用于“行动号召”（call to action）资产或原生广告的其他链接。本对象应与其在父 `Asset Response` 对象中的同级对象关联，或作为顶层原生广告响应对象中的主链接。当该同级对象被激活（点击）时，动作应将用户带到链接所指位置。译稿校对中ENUsed for 'call to action' assets, or other links from the Native ad. This Object should be associated to its peer object in the parent Asset Object or as the master link in the top level Native Ad response object. When that peer object is activated (clicked) the action should take the user to the location of the link.
枚举总览官方示例