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.
| Attribute | Type | Description |
|---|---|---|
| id required | string | 竞价方生成的出价 ID，用于辅助日志记录/跟踪。必填（required）。译稿校对中ENBidder generated bid ID to assist with logging/tracking. |
| impid required | string | 相关竞价请求中 Imp 对象的 ID。必填（required）。译稿校对中ENID of the Imp object in the related bid request. |
| price required | float | 出价，以 CPM（Cost Per Mille，每千次展示成本）表达，尽管实际交易仅针对单个展示。注意：虽然类型标注为 float，处理货币时强烈建议使用整数运算（如 Java 的 BigDecimal）。必填（required）。译稿校对中ENBid price expressed as CPM although the actual transaction is for a unit impression only. Note that while the type indicates float, integer math is highly recommended when handling currencies (e.g., BigDecimal in Java). |
| nurl | string | 赢标通知（win notice）URL，若出价胜出由交易平台调用（并不必然意味着广告已投放、已可见或可计费）；也是下发广告标记的可选方式。URL 与可选返回的标记中均可包含替换宏（第 4.4 节）。译稿校对中ENWin notice URL called by the exchange if the bid wins (not necessarily indicative of a delivered, viewed, or billable ad); optional means of serving ad markup. Substitution macros (Section 4.4) may be included in both the URL and optionally returned markup. |
| burl | string | 计费通知（billing notice）URL，当中标出价依交易平台专属业务策略（通常为已投放、已可见等）变为可计费时由交易平台调用。可包含替换宏（第 4.4 节）。译稿校对中ENBilling notice URL called by the exchange when a winning bid becomes billable based on exchange-specific business policy (e.g., typically delivered, viewed, etc.). Substitution macros (Section 4.4) may be included. |
| lurl | string | 输标通知（loss notice）URL，当出价被确认输标时由交易平台调用。可包含替换宏（第 4.4 节）。交易平台专属策略可能不支持输标通知，或不允许披露中标结算价，此时 ${AUCTION_PRICE} 宏将被移除（即替换为空字符串）。译稿校对中ENLoss notice URL called by the exchange when a bid is known to have been lost. Substitution macros (Section 4.4) may be included. Exchange-specific policy may preclude support for loss notices or the disclosure of winning clearing prices resulting in ${AUCTION_PRICE} macros being removed (i.e., replaced with a zero-length string). |
| adm | string | 若出价胜出，用于传达广告标记的可选方式；若标记同时包含于两处，则优先于赢标通知。可包含替换宏（第 4.4 节）。译稿校对中ENOptional means of conveying ad markup in case the bid wins; supersedes the win notice if markup is included in both. Substitution macros (Section 4.4) may be included. |
| adid | string | 若出价胜出，将投放的预加载广告的 ID。译稿校对中ENID of a preloaded ad to be served if the bid wins. |
| adomain | string[] | 用于黑名单核验的广告主域名（如 “ford.com”）。在创意轮换的场景下可以是数组。交易平台可强制要求只允许一个域名。译稿校对中ENAdvertiser domain for block list checking (e.g., "ford.com"). This can be an array of for the case of rotating creatives. Exchanges can mandate that only one domain is allowed. |
| bundle | string | 平台专属的应用标识符，旨在对应用唯一且独立于交易平台。在 Android 上应为包名（bundle 或 package name，如 com.foo.mygame）；在 iOS 上为数字 ID。译稿校对中ENA platform-specific application identifier intended to be unique to the app and independent of the exchange. On Android, this should be a bundle or package name (e.g., com.foo.mygame). On iOS, it is a numeric ID. |
| iurl | string | 不带防缓存（cache-busting）参数的图片 URL，该图片应能代表投放活动内容，供广告质量/安全核验使用。译稿校对中ENURL without cache-busting to an image that is representative of the content of the campaign for ad quality/safety checking. |
| cid | string | 投放活动（campaign）ID，辅助广告质量核验；iurl 应能代表该活动下的创意集合。译稿校对中ENCampaign ID to assist with ad quality checking; the collection of creatives for which iurl should be representative. |
| crid | string | 创意 ID，辅助广告质量核验。译稿校对中ENCreative ID to assist with ad quality checking. |
| tactic | string | 策略（tactic）ID，使买方能为出价打标，向交易平台报告其出价所经由的策略。策略 ID 的具体用法与含义应由买方与交易平台事先（a priori）沟通确定。译稿校对中ENTactic ID to enable buyers to label bids for reporting to the exchange the tactic through which their bid was submitted. The specific usage and meaning of the tactic ID should be communicated between buyer and exchanges a priori. |
| cat | string[] | 创意的 IAB 内容分类。参见列表 5.1（List 5.1）。译稿校对中ENIAB content categories of the creative. Refer to List 5.1. |
| attr | integer[] | 描述创意的一组属性。参见列表 5.3（List 5.3）。译稿校对中ENSet of attributes describing the creative. Refer to List 5.3.枚举 Creative Attributes · 24 个值1Audio Ad (Autoplay) 2Audio Ad (User Initiated) 3Expandable (Automatic) 4Expandable (User Initiated - Click) 5Expandable (User Initiated - Rollover) 6In-Banner Video Ad (Autoplay) 7In-Banner Video Ad (User Initiated) 8Pop (e.g., Over, Under, or Upon Exit) 9Provocative or Suggestive Imagery 10Shaky, Flashing, Flickering, Extreme Animation, Smileys 11Surveys 12Text Only 其余 12 个值见枚举总览 → |
| api | integer | 如适用，标记（markup）所需的 API。参见列表 5.6（List 5.6）。译稿校对中ENAPI required by the markup if applicable. Refer to List 5.6. |
| protocol | integer | 如适用，标记的视频响应协议。参见列表 5.8（List 5.8）。译稿校对中ENVideo response protocol of the markup if applicable. Refer to List 5.8.枚举 Creative Subtypes - Audio/Video · 16 个值1VAST 1.0 2VAST 2.0 3VAST 3.0 4VAST 1.0 Wrapper 5VAST 2.0 Wrapper 6VAST 3.0 Wrapper 7VAST 4.0 8VAST 4.0 Wrapper 9DAAST 1.0 10DAAST 1.0 Wrapper 11VAST 4.1 12VAST 4.1 Wrapper 其余 4 个值见枚举总览 → |
| qagmediarating | integer | 依据 IQG 指南的创意媒体评级。参见列表 5.19（List 5.19）。译稿校对中ENCreative media rating per IQG guidelines. Refer to List 5.19.枚举 Media Ratings · 3 个值1All Audiences 2Everyone Over Age 12 3Mature Audiences |
| language | string | 创意的语言，采用 ISO-639-1-alpha-2。若创意不含语言内容（如仅含公司标识的 banner），也可使用非标准代码 “xx”。译稿校对中ENLanguage of the creative using ISO-639-1-alpha-2. The non-standard code "xx" may also be used if the creative has no linguistic content (e.g., a banner with just a company logo). |
| dealid | string | 若本出价涉及私有交易市场直接交易，引用竞价请求中的 deal.id。译稿校对中ENReference to the deal.id from the bid request if this bid pertains to a private marketplace direct deal. |
| w | integer | 创意的宽度，以设备无关像素（Device Independent Pixels，DIPS）为单位。译稿校对中ENWidth of the creative in device independent pixels (DIPS). |
| h | integer | 创意的高度，以设备无关像素（DIPS）为单位。译稿校对中ENHeight of the creative in device independent pixels (DIPS). |
| wratio | integer | 以比例方式表达尺寸时创意的相对宽度。弹性广告（Flex Ads）必填。译稿校对中ENRelative width of the creative when expressing size as a ratio. Required for Flex Ads. |
| hratio | integer | 以比例方式表达尺寸时创意的相对高度。弹性广告（Flex Ads）必填。译稿校对中ENRelative height of the creative when expressing size as a ratio. Required for Flex Ads. |
| exp | integer | 参考值，指示竞价方愿意在拍卖与实际展示之间等待的秒数。译稿校对中ENAdvisory as to the number of seconds the bidder is willing to wait between the auction and the actual impression. |
| ext | object | 供竞价方（bidder）对 OpenRTB 进行专属扩展（bidder-specific extensions）的占位对象。译稿校对中ENPlaceholder for bidder-specific extensions to OpenRTB. |
最佳实践（Best Practice）
官方规范对于每条出价，nurl 属性承载赢标通知 URL。若竞价方赢得该展示，交易平台调用该通知 URL，告知竞价方胜出，并通过替换宏（参见第 4.4 节）传递结算价等信息。赢标通知的返回内容或 adm 属性均可用于下发标记（参见第 4.3 节）；无论哪种方式，交易平台都会对标记中发现的宏执行上述替换。译稿校对中ENFor each bid, the nurl attribute contains the win notice URL. If the bidder wins the impression, the exchange calls this notice URL to inform the bidder of the win and to convey certain information using substitution macros (see Section 4.4) such as the clearing price. The win notice return or the adm attribute can be used to serve markup (see Section 4.3). In either case, the exchange will also apply the aforementioned substitution to any macros found in the markup.
最佳实践：赢标通知的核心功能是告知竞价方其赢得了一场拍卖，并不必然意味着广告已投放、创意已可见或可计费。强烈建议交易平台向竞价方公布其事件触发机制、计费策略以及赋予赢标通知的其他任何含义。关于过期（expiration）的更多指引，另请参见第 7.2 节。译稿校对中ENBEST PRACTICE: The essential function of the win notice is to inform a bidder that they won an auction. It does not necessarily imply ad delivery, creative viewability, or billability. Exchanges are highly encouraged to publish to their bidders their event triggers, billing policies, and any other meaning they attach to the win notice. Also, please refer to Section 7.2 for additional guidance on expirations.
最佳实践：计费通知的触发应在服务端进行，并尽可能“贴近”交易平台确认收入的环节，以最小化交易平台与竞价方之间的差异。译稿校对中ENBEST PRACTICE: Firing of the billing notice should be server-side and as "close" as possible to where the exchange books revenue in order to minimize discrepancies between exchange and bidder.
最佳实践：对于 VAST 视频，IAB 规定 VAST impression 事件是展示可计费的官方信号。若指定了 burl 属性且交易平台遵循该策略，burl 也应在同一时刻触发。但细微的技术问题可能导致额外差异，竞价方应谨慎避免这一情形。译稿校对中ENBEST PRACTICE: For VAST Video, the IAB prescribes that the VAST impression event is the official signal that the impression is billable. If the burl attribute is specified, it too should be fired at the same time if the exchange is adhering to this policy. However, subtle technical issues may lead to additional discrepancies and bidders are cautioned to avoid this scenario.
其余若干属性用于广告质量核验或执行发布方限制：adomain 提供广告主域名；iurl 提供不带防缓存参数、能代表投放活动内容的图片 URL；cid 与 crid 分别提供活动 ID 及活动内的创意 ID；attr 提供创意属性数组；h 与 w 提供尺寸。若出价涉及私有交易市场交易，则用 dealid 引用竞价请求中的对应协议。译稿校对中ENSeveral other attributes are used for ad quality checks or enforcing publisher restrictions. These include the advertiser domain via adomain, a non-cache-busted URL to an image representative of the content of the campaign via iurl, an ID of the campaign and of the creative within the campaign via cid and crid respectively, an array of creative attribute via attr, and the dimensions via h and w. If the bid pertains to a private marketplace deal, the dealid attribute is used to reference that agreement from the bid request.
译注
译者注Bid：响应侧的最小单元，构成对某一具体展示按给定价格的购买要约，通过 impid 关联请求中的 Imp；业内文档一般保留英文对象名 Bid。译稿校对中
price 的计价口径：虽以 CPM 表达，但实际交易对象是单个展示；规范特别提示用整数/BigDecimal 处理货币，避免浮点误差引发的计费争议——这是结算对账中的经典陷阱。译稿校对中
nurl / burl / lurl 三重通知：nurl = 赢标通知（不等于投放/可见/计费）；burl = 计费通知（应服务端触发、贴近收入确认环节）；lurl = 输标通知（结算价宏可能被移除）。业界对账差异（discrepancy）多源于三者触发时机与口径不同，接入时应与交易平台逐项对齐。译稿校对中
adm 与 nurl 的优先级：标记下发有两个通道——adm 直接携带标记、nurl 返回内容携带标记；两者同时存在时 adm 优先。交易平台对两种方式中的宏均会执行替换（如 ${AUCTION_PRICE}）。译稿校对中
adid / cid / crid 的层级：adid 指向交易平台侧预加载的广告；cid 是买方侧投放活动 ID；crid 是活动内的创意 ID。iurl 应能代表 cid 层级的创意集合，供广告质量/安全核验。译稿校对中
adomain / bundle / cat / attr 与请求侧拦截的对应：这四个字段分别供交易平台匹配请求侧的 badv（域名黑名单）、bapp（应用黑名单）、bcat（行业分类拦截）与 battr（创意属性拦截）；出价前逐层自检可显著降低拒标率。译稿校对中
dealid：PMP 交易出价的标识字段，必须与请求侧 Deal.id 精确匹配，是私有交易计费与归因的关键。译稿校对中
w/h vs wratio/hratio：固定尺寸与弹性比例两套表达；Flex Ads 必须提供 wratio/hratio，与请求侧 Format 的同类约束呼应。译稿校对中
exp 的双向语义：请求侧 Imp.exp 是交易平台给出的参考（拍卖到展示可能经过的秒数），响应侧 Bid.exp 是竞价方声明的出价有效期；两者共同约束 header bidding 等长链路场景的时效性风险。译稿校对中
字段描述已与 2.6 官方 draft 对账；2.5 独有字段来自第三方 Go 实现源（Apache 2.0），官方 PDF 兜底校对 · 初稿校对中