Enumerations
Native 1.2 规范共定义 7 张枚举表（46 个取值）；各表 500+ 为交易所保留段。
The context in which the ad appears - what type of content is surrounding the ad on the page at a high level. This maps directly to the new Deep Dive on In-Feed Ad Units. This denotes the primary context, but does not imply other content may not exist on the page - for example it's expected that most content platforms have some social components, etc.
| 1 | Content-centric context such as newsfeed, article, image gallery, video gallery, or similar. |
| 2 | Social-centric context such as social network feed, email, chat, or similar. |
| 3 | Product context such as product listings, details, recommendations, reviews, or similar. |
| 500+ | To be defined by the exchange. |
Next-level context in which the ad appears. Again this reflects the primary context, and does not imply no presence of other elements. For example, an article is likely to contain images but is still first and foremost an article. SubType should only be combined with the primary context type as indicated (ie for a context type of 1, only context subtypes that start with 1 are valid).
| 10 | General or mixed content. |
| 11 | Primarily article content (which of course could include images, etc as part of the article). |
| 12 | Primarily video content. |
| 13 | Primarily audio content. |
| 14 | Primarily image content. |
| 15 | User-generated content - forums, comments, etc. |
| 20 | General social content such as a general social network. |
| 21 | Primarily email content. |
| 22 | Primarily chat/IM content. |
| 30 | Content focused on selling products, whether digital or physical. |
| 31 | Application store/marketplace. |
| 32 | Product reviews site primarily (which may sell products secondarily). |
| 500+ | To be defined by the exchange. |
The FORMAT of the ad you are purchasing, separate from the surrounding context
| 1 | In the feed of content - for example as an item inside the organic feed/grid/listing/carousel/in menu tile. |
| 2 | In the atomic unit of the content - IE in the article page or single image page. |
| 3 | Outside the core content - for example in the ads section on the right rail, as a banner-style placement near the content, this could also be a headline banner on CTV devices, etc. |
| 4 | Recommendation widget, most commonly presented below the article content. |
| 500+ | To be defined by the exchange. |
Below is a list of common asset element types of native advertising at the time of writing this spec. This list is non-exhaustive and intended to be extended by the buyers and sellers as the format evolves. An implementing exchange may not support all asset variants or introduce new ones unique to that system.
| 1 | sponsored | Sponsored By message where response should contain the brand name of the sponsor.Required. Max 25 or longer. | text |
| 2 | desc | Descriptive text associated with the product or service being advertised. Longer length of text in response may be truncated or ellipsed by the exchange.Recommended. Max 140 or longer. | text |
| 3 | rating | Rating of the product being offered to the user. For example an app’s rating in an app store from 0-5.Optional. 0-5 integer formatted as string. | number formatted as string |
| 4 | likes | Number of social ratings or “likes” of the product being offered to the user. | number formatted as string |
| 5 | downloads | Number downloads/installs of this product. | number formatted as string |
| 6 | price | Price for product / app / in-app purchase. Value should include currency symbol in localised format. | number formatted as string |
| 7 | salesprice | Sale price that can be used together with price to indicate a discounted price compared to a regular price. Value should include currency symbol in localised format. | number formatted as string |
| 8 | phone | phone number | formatted string |
| 9 | address | Address | text |
| 10 | desc2 | Additional descriptive text associated with the product or service being advertised. | text |
| 11 | displayurl | Display URL for the text ad. To be used when sponsoring entity doesn’t own the content. IE sponsored by BRAND on SITE (where SITE is transmitted in this field). | text |
| 12 | ctatext | CTA description - descriptive text describing a ‘call to action’ button for the destination URL.Optional. Max 15 or longer. | text |
| 500+ | XXX | Reserved for Exchange specific usage numbered above 500. | Unknown |
Below is a list of common image asset element types of native advertising at the time of writing this spec. This list is non-exhaustive and intended to be extended by the buyers and sellers as the format evolves. An implementing exchange may not support all asset variants or may introduce new ones unique to that system. In order to facilitate adoption, recommendations are made for both minimum sizes and aspect ratios. We speak here of 'minimum maximum height' or ‘max height of at least’, which means the SSP should support a max height of at least this value. They are free to support larger, but the DSP knows that if they have an image of this size it will be accepted. Note that SSPs will be responsible for sizing image to exact size if min-max-height framework is used; exact size may not be available at bid request time. Width is calculated from the 3 supported aspect ratios. Note we merged the prior overlapping type 1 and type 2 as just type 1 - to be used for app icon, brand logo, or similar.
| 1 | Icon | Icon imageOptional. max height: at least 50 aspect ratio: 1:1 |
| 3 | Main | Large image preview for the adAt least one of 2 size variants required: Small Variant: max height: at least 200 max width: at least 200, 267, or 382 aspect ratio: 1:1, 4:3, or 1.91:1 Large Variant: max height: at least 627 max width: at least 627, 836, or 1198 aspect ratio: 1:1, 4:3, or 1.91:1 |
| 500+ | XXX | Reserved for Exchange specific usage numbered above 500No recommendations |
| 1 | impression | Impression |
| 2 | viewable-mrc50 | Visible impression using MRC definition at 50% in view for 1 second |
| 3 | viewable-mrc100 | 100% in view for 1 second (ie GroupM standard) |
| 4 | viewable-video50 | Visible impression for video using MRC definition at 50% in view for 2 seconds |
| 500+ | exchange-specific |
| 1 | img | Image-pixel tracking - URL provided will be inserted as a 1x1 pixel at the time of the event. |
| 2 | js | Javascript-based tracking - URL provided will be inserted as a js tag at the time of the event. |
| 500+ | exchange-specific | Could include custom measurement companies such as moat, doubleverify, IAS, etc - in this case additional elements will often be passed. |