ORTB
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Native 分册导航

Native 1.2

对象
15
字段
79
数据基线：官方 Markdown 全文（commit 5b9afa2）采集于 2026-08-24 · CC-BY 3.0 (IAB Tech Lab)
本页目录

字段表、枚举表与示例已逐条对照官方源人工校对，并经 prebid openrtb2 Go 模型交叉校验；官方原文笔误忠实保留，差异均登记于溯源记录。

Bid Request 侧（§4）

Native Markup Request§4.112 字段1 必填`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.x 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.x officially 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：更明确地说，是各资产对象的 ID 把响应映射回请求——若以 id 1 发送 title 对象请求，则包含该标题的响应 id 应为 1。自规范 1.1 起，部分资产类型附带推荐尺寸/长度等建议：资产要求标准化的目标，是限制需求方平台（DSP, Demand-Side Platform）为购买原生广告展示所须备齐的资产类型/尺寸/要求的多样性，从而促进 DSP 采纳 native。发布方侧可以存在很大多样性，但不能期望广告主/DSP 提供无限的标题长度、缩略图宽高比等。本规范未强行制定单一标准，而是收敛于覆盖最常见情况的少数选项。供应方平台（SSP, Supply-Side Platform）可以偏离这些标准，但应理解这样做可能限制适用的 DSP 需求；DSP 可以确信：支持这些标准即可触达大部分原生库存。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. To be more explicit, it is the ID of each asset object that maps the response to the request. So if a request for a title object is sent with id 1, then the response containing the title should have an id of 1. Since version 1.1 of the spec, there are recommended sizes/lengths/etc with some of the asset types. The goal for asset requirements standardization is to facilitate adoption of native by DSPs by limiting the diverse types/sizes/requirements of assets they must have available to purchase a native ad impression. While great diversity may exist in publishers, advertisers/DSPs can not be expected to provide infinite headline lengths, thumbnail aspect ratios, etc. While we have not gone as far as creating a single standard, we've honed in on a few options that cover the most common cases. SSPs can deviate from these standards, but should understand they may limit applicable DSP demand by doing so. DSPs should feel confident that if they support these standards they'll be able to access most native inventory.
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.
Event Trackers Request§4.73 字段2 必填事件追踪器对象以数组形式包含在请求中，规定出价方可以在竞价响应中请求追踪的事件类型，以及每种事件类型可用的追踪方式。译稿校对中ENThe event trackers object specifies the types of events the bidder can request to be tracked in the bid response, and which types of tracking are available for each event type, and is included as an array in the request.

Bid Response 侧（§5）

Native Markup Response§5.110 字段1 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§5.33 字段1 必填对应请求中的 `Title Request` 对象，并填入取值。若使用 assetsurl 或 dcourl 响应而非内嵌资产响应，建议提供三个 title 对象，其长度分别小于等于三个推荐最大标题长度（25、90、140）。译稿校对中ENCorresponds to the Title Object in the request, with the value filled in. If using assetsurl or dcourl response rather than embedded asset response, it is recommended that three title objects be provided, the length of each of which is less than or equal to the three recommended maximum title lengths (25,90,140).
Image Response§5.45 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。若使用 assetsurl/dcourl 而非内嵌资产，建议对图像类型 3 提供每种推荐宽高比（依 Image Types 表）各一张图像。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. It is recommended that if assetsurl/dcourl is being used rather than embedded assets, that an image of each recommended aspect ratio (per the Image Types table) be provided for image type 3.
Data Response§5.54 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.
Event Tracker Response§5.85 字段2 必填事件追踪器响应为对象数组，规定出价方希望追踪的事件类型以及用于追踪的 URL/信息。出价方只能以请求中声明可用的追踪方式作答。注意多数 JavaScript 追踪器期望在曝光时加载，因此一般不建议买方对其他事件以 JavaScript 追踪器作答，但其适当性由各买方自行判断。译稿校对中ENThe event trackers response is an array of objects and specifies the types of events the bidder wishes to track and the URLs/information to track them. Bidder must only respond with methods indicated as available in the request. Note that most javascript trackers expect to be loaded at impression time, so it’s not generally recommended for the buyer to respond with javascript trackers on other events, but the appropriateness of this is up to each buyer.
枚举总览官方示例