- 对象
- 25
- 字段
- 298
- 枚举引用
- 35
- 已废弃字段
- 6
Bid Request 对象模型
Bid Response 对象模型
seatbid 1..*
cur · nbr（No-Bid 原因）· bidid
经 ID 关联的请求侧对象（引用，非组合）
BidRequest · Response to this Request (id)
Imp · Bid for this Impression (bid.impid)
Deal · Bid under the terms of this Deal (bid.dealid)
竞价核心
请求级信息与交易规则- BidRequest§3.2.120 字段2 required顶层竞价请求对象包含一个全局唯一的竞价请求或拍卖 ID。id 属性为必填，且至少需包含一个展示对象（参见第 3.2.4 节）。该顶层对象中的其他属性建立适用于所有所提供展示的规则与约束。另有若干子对象向潜在买方提供详细数据，其中的 Site 与 App 对象描述展示所出现的已发布媒体类型；这两个对象强烈建议传递，但视媒体是基于浏览器的网页内容还是非浏览器应用，同一竞价请求只适用其一。译稿校对中ENThe top-level bid request object contains a globally unique bid request or auction ID. This id attribute is required as is at least one impression object (Section 3.2.4). Other attributes in this top-level object establish rules and restrictions that apply to all impressions being offered. There are also several subordinate objects that provide detailed data to potential buyers. Among these are the Site and App objects, which describe the type of published media in which the impression(s) appear. These objects are highly recommended, but only one applies to a given bid request depending on whether the media is browser-based web content or a non-browser application, respectively.
- Source§3.2.24 字段该对象描述位于交易平台（exchange）上游、作为竞价请求来源的实体的性质与行为。其主要目的是在交易平台本身不控制最终决策时，定义竞后决策（post-auction decisioning）或上游决策（upstream decisioning）。一个常见的例子是头部竞价（header bidding），但它同样适用于上游服务端实体——例如另一个 RTB 交易平台、聚合平台（mediation platform），或将直客投放活动（direct campaigns）与第三方需求（3rd party demand）合并决策的广告服务器（ad server）。译稿校对中ENThis object describes the nature and behavior of the entity that is the source of the bid request upstream from the exchange. The primary purpose of this object is to define post-auction or upstream decisioning when the exchange itself does not control the final decision. A common example of this is header bidding, but it can also apply to upstream server entities such as another RTB exchange, a mediation platform, or an ad server combines direct campaigns with 3rd party demand in decisioning.
- Regs§3.2.32 字段该对象包含适用于该请求的法律、政府或行业监管要求。其中 coppa 标志用于指示该请求是否落入美国联邦贸易委员会（Federal Trade Commission）针对美国《儿童在线隐私保护法》（Children's Online Privacy Protection Act，COPPA）所制定法规的管辖范围。译稿校对中ENThis object contains any legal, governmental, or industry regulations that apply to the request. The coppa flag signals whether or not the request falls under the United States Federal Trade Commission's regulations for the United States Children's Online Privacy Protection Act ("COPPA").
广告位与媒体形式
Impression 及 Banner / Video / Audio / Native 形式定义与交易条款- Imp§3.2.418 字段1 required该对象描述正在拍卖的广告位（ad placement）或展示（impression）。一个竞价请求可包含多个 Imp 对象，其用例可以是支持售卖指定页面上所有广告位的交易平台。每个 Imp 对象都有一个必填的 ID，以便出价能逐一引用它们。Banner（第 3.2.6 节）、Video（第 3.2.7 节）和/或 Native（第 3.2.9 节）对象作为 Imp 的子对象出现，即表明所提供展示的类型。发布方可选择其中一种类型（典型情形），也可自行许可混售；但针对该展示的任一具体出价，只能符合所供类型中的一种。译稿校对中ENThis object describes an ad placement or impression being auctioned. A single bid request can include multiple Imp objects, a use case for which might be an exchange that supports selling all ad positions on a given page. Each Imp object has a required ID so that bids can reference them individually. The presence of Banner (Section 3.2.6), Video (Section 3.2.7), and/or Native (Section 3.2.9) objects subordinate to the Imp object indicates the type of impression being offered. The publisher can choose one such type which is the typical case or mix them at their discretion. However, any given bid for the impression must conform to one of the offered types.
- Metric§3.2.54 字段2 required该对象以指标（metrics）数组的形式与展示关联。这些指标可提供关于展示的洞察以辅助决策（decisioning），如近期平均可见性（viewability）、点击率等。每条指标由其类型标识、上报指标取值，并可选地标明测量该取值的来源或供应商。译稿校对中ENThis object is associated with an impression as an array of metrics. These metrics can offer insight into the impression to assist with decisioning such as average recent viewability, click-through rate, etc. Each metric is identified by its type, reports the value of the metric, and optionally identifies the source or vendor measuring the value.
- Banner§3.2.617 字段4 枚举4 废弃该对象表示最通用的展示类型。虽然 “banner” 一词在其他语境中可能有非常特定的含义，但在这里它可以是多种形态：简单的静态图片、可展开的广告单元，甚至 banner 内嵌视频（in-banner video，更通用、功能更全的视频广告单元参见第 3.2.7 节的 Video 对象）。Banner 对象数组也可出现于 Video 内部，描述 VAST 规范定义的可选伴生广告（companion ads）。Banner 作为 Imp 的子对象出现，即表示该展示以 banner 类型提供；经发布方许可，同一展示还可通过在 Imp 下并列包含 video、audio 和/或 native 类型对象的方式同时以这些类型提供，但针对该展示的任一具体出价，只能符合所供类型中的一种。译稿校对中ENThis object represents the most general type of impression. Although the term "banner" may have very specific meaning in other contexts, here it can be many things including a simple static image, an expandable ad unit, or even in-banner video (refer to the Video object in Section 3.2.7 for the more generalized and full featured video ad units). An array of Banner objects can also appear within the Video to describe optional companion ads defined in the VAST specification. The presence of a Banner as a subordinate of the Imp object indicates that this impression is offered as a banner type impression. At the publisher's discretion, that same impression may also be offered as video, audio, and/or native by also including as Imp subordinates objects of those types. However, any given bid for the impression must conform to one of the offered types.
- Video§3.2.727 字段1 required11 枚举1 废弃该对象表示流内（in-stream）视频展示。其中许多字段对最小可行交易并非必需，但可在需要时提供精细控制。OpenRTB 中的视频通常假定符合 VAST（Video Ad Serving Template）标准；因此，伴生广告（companion ads）的概念通过可选地包含一个定义这些伴生广告的 Banner 对象数组（参见第 3.2.6 节的 Banner 对象）得到支持。Video 作为 Imp 的子对象出现，即表示该展示以视频类型提供；经发布方许可，同一展示还可通过在 Imp 下并列包含 banner、audio 和/或 native 类型对象的方式同时以这些类型提供，但针对该展示的任一具体出价，只能符合所供类型中的一种。译稿校对中ENThis object represents an in-stream video impression. Many of the fields are non-essential for minimally viable transactions, but are included to offer fine control when needed. Video in OpenRTB generally assumes compliance with the VAST standard. As such, the notion of companion ads is supported by optionally including an array of Banner objects (refer to the Banner object in Section 3.2.6) that define these companion ads. The presence of a Video as a subordinate of the Imp object indicates that this impression is offered as a video type impression. At the publisher's discretion, that same impression may also be offered as banner, audio, and/or native by also including as Imp subordinates objects of those types. However, any given bid for the impression must conform to one of the offered types.
- Audio§3.2.819 字段1 required8 枚举该对象表示音频（audio）类型的展示。其中许多字段对最小可行交易并非必需，但可在需要时提供精细控制。OpenRTB 中的音频通常假定符合 DAAST（Digital Audio Ad Serving Template）标准；因此，伴生广告（companion ads）的概念通过可选地包含一个定义这些伴生广告的 Banner 对象数组（参见第 3.2.6 节的 Banner 对象）得到支持。Audio 作为 Imp 的子对象出现，即表示该展示以音频类型提供；经发布方许可，同一展示还可通过在 Imp 下并列包含 banner、video 和/或 native 类型对象的方式同时以这些类型提供，但针对该展示的任一具体出价，只能符合所供类型中的一种。译稿校对中ENThis object represents an audio type impression. Many of the fields are non-essential for minimally viable transactions, but are included to offer fine control when needed. Audio in OpenRTB generally assumes compliance with the DAAST standard. As such, the notion of companion ads is supported by optionally including an array of Banner objects (refer to the Banner object in Section 3.2.6) that define these companion ads. The presence of a Audio as a subordinate of the Imp object indicates that this impression is offered as an audio type impression. At the publisher's discretion, that same impression may also be offered as banner, video, and/or native by also including as Imp subordinates objects of those types. However, any given bid for the impression must conform to one of the offered types.
- Native§3.2.95 字段1 required2 枚举该对象表示原生（native）类型的展示。原生广告单元旨在与周围内容无缝融合（如 Twitter 或 Facebook 上的赞助帖子），因此响应必须结构良好，以便发布方对渲染实施细粒度控制。Native 小组委员会（Native Subcommittee）制定了一份名为 Dynamic Native Ads API 的 OpenRTB 伴生规范，定义原生广告单元的请求参数与响应标记结构；本对象提供了将请求参数以不透明字符串传输的手段，使具体参数可在该规范的管辖下独立演进，下发的广告标记同样遵循其结构。Native 作为 Imp 的子对象出现，即表示该展示以原生类型提供；经发布方许可，同一展示还可通过在 Imp 下并列包含 banner、video 和/或 audio 类型对象的方式同时以这些类型提供，但针对该展示的任一具体出价，只能符合所供类型中的一种。译稿校对中ENThis object represents a native type impression. Native ad units are intended to blend seamlessly into the surrounding content (e.g., a sponsored Twitter or Facebook post). As such, the response must be well-structured to afford the publisher fine-grained control over rendering. The Native Subcommittee has developed a companion specification to OpenRTB called the Dynamic Native Ads API. It defines the request parameters and response markup structure of native ad units. This object provides the means of transporting request parameters as an opaque string so that the specific parameters can evolve separately under the auspices of the Dynamic Native Ads API. Similarly, the ad markup served will be structured according to that specification. The presence of a Native as a subordinate of the Imp object indicates that this impression is offered as a native type impression. At the publisher's discretion, that same impression may also be offered as banner, video, and/or audio by also including as Imp subordinates objects of those types. However, any given bid for the impression must conform to one of the offered types.
- Format§3.2.106 字段该对象表示 banner 展示所允许的一种尺寸（即高宽组合）或一组弹性广告（Flex Ad）参数。它们通常以数组形式使用，以允许多种尺寸。建议指定 w/h 对或 wratio/hratio/wmin 组合（即用于 Flex Ads）二者之一。译稿校对中ENThis object represents an allowed size (i.e., height and width combination) or Flex Ad parameters for a banner impression. These are typically used in an array where multiple sizes are permitted. It is recommended that either the w/h pair or the wratio/hratio/wmin set (i.e., for Flex Ads) be specified.
- Pmp§3.2.113 字段该对象是私有交易市场（private marketplace）的容器，承载买卖双方之间可能与该展示相关的直接交易（direct deals）。实际交易以 Deal 对象集合的形式表达。更多细节参见第 7.3 节。译稿校对中ENThis object is the private marketplace container for direct deals between buyers and sellers that may pertain to this impression. The actual deals are represented as a collection of Deal objects. Refer to Section 7.3 for more details.
- Deal§3.2.127 字段1 required该对象构成买方与卖方事先（a priori）达成的具体交易（deal）。它出现在 Pmp 集合中，即表示该展示可按该交易的条款获取。更多细节参见第 7.3 节。译稿校对中ENThis object constitutes a specific deal that was struck a priori between a buyer and a seller. Its presence with the Pmp collection indicates that this impression is available under the terms of that deal. Refer to Section 7.3 for more details.
媒体上下文
Site / App 载体与内容、出版方- Site§3.2.1315 字段当承载广告的内容是网站而非非浏览器应用时，应包含该对象。一个竞价请求不得同时包含 Site 与 App 对象。至少提供站点 ID 或页面 URL 是有用的，但这并非严格要求。译稿校对中ENThis object should be included if the ad supported content is a website as opposed to a non-browser application. A bid request must not contain both a Site and an App object. At a minimum, it is useful to provide a site ID or page URL, but this is not strictly required.
- App§3.2.1415 字段当承载广告的内容是非浏览器应用（通常为移动端）而非网站时，应包含该对象。一个竞价请求不得同时包含 App 与 Site 对象。至少提供应用 ID（App ID）或包名（bundle）是有用的，但这并非严格要求。译稿校对中ENThis object should be included if the ad supported content is a non-browser application (typically in mobile) as opposed to a website. A bid request must not contain both an App and a Site object. At a minimum, it is useful to provide an App ID or bundle, but this is not strictly required.
- Publisher§3.2.155 字段该对象描述广告将展示于其中的媒体的发布方（publisher）。在 OpenRTB 交易中，发布方通常是卖方（seller）。译稿校对中ENThis object describes the publisher of the media in which the ad will be displayed. The publisher is typically the seller in an OpenRTB transaction.
- Content§3.2.1626 字段3 枚举1 废弃该对象描述展示（impression）将出现于其中的内容，内容可以是联合发行的（syndicated），也可以是非联合发行的。当联合发行的内容承载展示、且不一定符合发布方（publisher）的整体内容定位时，该对象尤为有用。受联合发行方式影响，交易平台（exchange）可能知晓、也可能不知晓内容实际运行所在的页面——例如，它可能是嵌入在某个未知网络资产或设备的 iframe 中的视频展示。译稿校对中ENThis object describes the content in which the impression will appear, which may be syndicated or non-syndicated content. This object may be useful when syndicated content contains impressions and does not necessarily match the publisher's general content. The exchange might or might not have knowledge of the page where the content is running, as a result of the syndication method. For example might be a video impression embedded in an iframe on an unknown web property or device.
- Producer§3.2.175 字段该对象定义广告将展示于其中的内容的制作方（producer）。当内容被联合发行（syndicated）、可能经由不同的发布方（publisher）分发时，该对象尤为有用——此时制作方与发布方不一定是同一实体。译稿校对中ENThis object defines the producer of the content in which the ad will be shown. This is particularly useful when the content is syndicated and may be distributed through different publishers and thus when the producer and publisher are not necessarily the same entity.
设备与用户
设备、地理位置、用户与人群分段- Device§3.2.1831 字段2 枚举Device 对象用于描述用户当前进行交互所使用的设备的相关信息。设备信息涵盖其硬件、平台、地理位置（location）以及运营商（carrier）相关数据。此处所述的设备可以指代移动电话（mobile handset）、台式计算机、机顶盒（set top box）或其他数字设备。译稿校对中ENThis object provides information pertaining to the device through which the user is interacting. Device information includes its hardware, platform, location, and carrier data. The device can refer to a mobile handset, a desktop computer, set top box, or other digital device.
- Geo§3.2.1914 字段2 枚举该对象封装了指定地理位置的多种方式。当从属于 Device 对象时，它表示设备的位置，也可理解为用户的当前位置；当从属于 User 对象时，它表示用户常驻地（home base，即不一定是其当前位置）。lat/lon 属性只有在其精度符合 type 属性所刻画的精度时才应传递；例如，邮编等地理区域的质心不应被传递。译稿校对中ENThis object encapsulates various methods for specifying a geographic location. When subordinate to a Device object, it indicates the location of the device which can also be interpreted as the user's current location. When subordinate to a User object, it indicates the location of the user's home base (i.e., not necessarily their current location). The lat/lon attributes should only be passed if they conform to the accuracy depicted in the type attribute. For example, the centroid of a geographic region such as postal code should not be passed.
- User§3.2.209 字段该对象包含关于设备背后真实用户（即广告受众）的已知或推导信息。用户 ID 是交易平台（exchange）的产物，可能受轮换或其他隐私策略约束；但它必须足够稳定，方能合理地作为频控（frequency capping）与重定向（retargeting）的基础。译稿校对中ENThis object contains information known or derived about the human user of the device (i.e., the audience for advertising). The user id is an exchange artifact and may be subject to rotation or other privacy policies. However, this user ID must be stable long enough to serve reasonably as the basis for frequency capping and retargeting.
- Data§3.2.214 字段Data 与 Segment 对象共同作用，允许为相关对象（如用户、内容）指定附加数据。这些数据可以来自多个来源，无论是交易平台（exchange）自身还是由 id 字段指定的第三方。一个竞价请求可以混合来自多个提供者的 Data 对象。在用的具体数据提供者应由交易平台事先（a priori）公布给其竞价方。译稿校对中ENThe data and segment objects together allow additional data about the related object (e.g., user, content) to be specified. This data may be from multiple sources whether from the exchange itself or third parties as specified by the
idfield. A bid request can mix data objects from multiple providers. The specific data providers in use should be published by the exchange a priori to its bidders. - Segment§3.2.224 字段Segment 对象本质上是一个键值对（key-value pair），用于传达具体的数据单元。其父对象 Data 是某个数据提供者（data provider）提供的此类取值的集合。具体的段名称与取值选项必须由交易平台（exchange）事先（a priori）公布给其竞价方。译稿校对中ENSegment objects are essentially key-value pairs that convey specific units of data. The parent
Dataobject is a collection of such values from a given data provider. The specific segment names and value options must be published by the exchange a priori to its bidders.
竞价响应
Bid Response 侧对象- BidResponse§4.2.17 字段1 required该对象是顶层竞价响应（bid response）对象（即未命名的外层 JSON 对象）。id 属性反映竞价请求 ID，用于日志记录；同样地，bidid 是供竞价方使用的可选响应跟踪 ID，若已指定，当竞价方胜出时可将其包含在后续的赢标通知（win notice）调用中。至少需要一个 seatbid 对象，其中至少包含一条针对某展示的出价；其他属性均为可选。要表达“不出价（no-bid）”，选项是返回 HTTP 204 的空响应；若竞价方希望向交易平台传达不出价的原因，也可仅返回一个 BidResponse 对象，并在 nbr 属性中携带原因码。译稿校对中ENThis object is the top-level bid response object (i.e., the unnamed outer JSON object). The id attribute is a reflection of the bid request ID for logging purposes. Similarly, bidid is an optional response tracking ID for bidders. If specified, it can be included in the subsequent win notice call if the bidder wins. At least one seatbid object is required, which contains at least one bid for an impression. Other attributes are optional. To express a "no-bid", the options are to return an empty response with HTTP 204. Alternately if the bidder wishes to convey to the exchange a reason for not bidding, just a BidResponse object is returned with a reason code in the nbr attribute.
- SeatBid§4.2.24 字段1 required一个竞价响应可包含多个 SeatBid 对象，每个代表一个不同的竞价方席位（bidder seat），各含一条或多条独立出价。若请求中呈现了多个展示，可用 group 属性指明该席位是愿意接受其能赢下的任何展示（默认），还是只有在能整组赢下时才感兴趣。译稿校对中ENA bid response can contain multiple
SeatBidobjects, each on behalf of a different bidder seat and each containing one or more individual bids. If multiple impressions are presented in the request, thegroupattribute can be used to specify if a seat is willing to accept any impressions that it can win (default) or if it is only interested in winning any if it can win them all as a group. - Bid§4.2.327 字段3 required3 枚举一个 SeatBid 对象包含一个或多个 Bid 对象，每个 Bid 通过 impid 属性关联竞价请求中的某一具体展示，并构成以给定价格购买该展示的要约。译稿校对中ENA SeatBid object contains one or more Bid objects, each of which relates to a specific impression in the bid request via the impid attribute and constitutes an offer to buy that impression for a given price.