OpenRTB 2.6 的枚举全部引用 AdCOM 1.0（共 42 个清单 / 303 个值，其中 31 个被 2.6 字段引用）。数据收录自 AdCOM v1.0 FINAL.md（CC-BY 3.0）。
Category Taxonomies
10 个值引用：BidRequest.cattax · Site.cattax · App.cattax · Publisher.cattax · Content.gtax · Content.cattax · Producer.cattax · Bid.cattaxThe following table lists the options for taxonomies that can be used to describe content, audience, and ad creative categories.
| 1 | IAB Tech Lab Content Category Taxonomy 1.0: Deprecated, and recommend NOT be used since it does not have SCD flags. |
| 2 | IAB Tech Lab Content Category Taxonomy 2.0: Deprecated, and recommend NOT be used since it does not have SCD flags. |
| 3 | IAB Tech Lab Ad Product Taxonomy 1.0. |
| 4 | IAB Tech Lab Audience Taxonomy 1.1 |
| 5 | IAB Tech Lab Content Taxonomy 2.1 |
| 6 | IAB Tech Lab Content Taxonomy 2.2 |
| 7 | IAB Tech Lab Content Taxonomy 3.0 |
| 8 | IAB Tech Lab Ad Product Taxonomy 2.0 |
| 9 | IAB Tech Lab Content Taxonomy 3.1 |
| 500+ | Vendor-specific codes. |
Creative Attributes
24 个值引用：Banner.battr · Video.skip · Video.battr · Audio.battr · Native.battr · Bid.attrThe following table specifies a standard list of creative attributes that can describe an actual ad or restrictions relative to a given placement.
| 1 | Audio Ad (Autoplay) |
| 2 | Audio Ad (User Initiated) |
| 3 | Expandable (Automatic) |
| 4 | Expandable (User Initiated - Click) |
| 5 | Expandable (User Initiated - Rollover) |
| 6 | In-Banner Video Ad (Autoplay) |
| 7 | In-Banner Video Ad (User Initiated) |
| 8 | Pop (e.g., Over, Under, or Upon Exit) |
| 9 | Provocative or Suggestive Imagery |
| 10 | Shaky, Flashing, Flickering, Extreme Animation, Smileys |
| 11 | Surveys |
| 12 | Text Only |
| 13 | User Interactive (e.g., Embedded Games) |
| 14 | Windows Dialog or Alert Style |
| 15 | Has Audio On/Off Button |
| 16 | Ad Provides Skip Button (e.g. VPAID-rendered skip button on pre-roll video) |
| 17 | Adobe Flash |
| 18 | Responsive; Sizeless; Fluid (i.e., creatives that dynamically resize to environment) |
| 19 | Contains advertiser QR Code |
| 20 | Support alpha channel transparency |
| 21 | Static Visual. Creative contains no perceptible motion and renders as a static visual, even if delivered in a video file format (e.g., MP4). No animated elements or time-based visual transitions are present. |
| 22 | Limited Motion (Cinemagraph). Creative contains subtle or localized motion within an otherwise static composition. Motion is minimal, looped, and does not constitute full-scene animation or continuous narrative progression. |
| 23 | Full-Motion Video. Creative contains continuous or scene-level motion typical of standard video assets, including dynamic visual transitions, camera movement, or narrative progression across frames. |
| 500+ | Vendor-specific codes. |
The following table is a list of API frameworks either supported by a placement or required by an ad.
| 1 | VPAID 1.0 |
| 2 | VPAID 2.0 |
| 3 | MRAID 1.0 |
| 4 | ORMMA |
| 5 | MRAID 2.0 |
| 6 | MRAID 3.0 |
| 7 | OMID 1.0 |
| 8 | SIMID 1.0 |
| 9 | SIMID 1.1 |
| 500+ | Vendor-specific codes. |
The following table lists the various subtypes of audio and video ad creatives.
| 1 | VAST 1.0 |
| 2 | VAST 2.0 |
| 3 | VAST 3.0 |
| 4 | VAST 1.0 Wrapper |
| 5 | VAST 2.0 Wrapper |
| 6 | VAST 3.0 Wrapper |
| 7 | VAST 4.0 |
| 8 | VAST 4.0 Wrapper |
| 9 | DAAST 1.0 |
| 10 | DAAST 1.0 Wrapper |
| 11 | VAST 4.1 |
| 12 | VAST 4.1 Wrapper |
| 13 | VAST 4.2 |
| 14 | VAST 4.2 Wrapper |
| 15 | VAST 4.3 |
| 16 | VAST 4.3 Wrapper |
The following table lists the placement positions as a relative measure of visibility or prominence. This table has values derived from the TAG Inventory Quality Guidelines (IQG).
| 0 | Unknown |
| 1 | Above The Fold |
| 2 | Locked (i.e., fixed position) |
| 3 | Below The Fold |
| 4 | Header |
| 5 | Footer |
| 6 | Sidebar |
| 7 | Fullscreen |
| 8 | Partial Screen |
| 9 | Top Left |
| 10 | Top Right |
| 11 | Frame the content |
| 12 | Double box |
| 13 | Double box with background |
| 14 | Bottom Left |
| 15 | Bottom Right |
| 16 | L shape |
| 17 | Reversed L shape |
The following table lists the various options for the video or audio start delay. If the start delay value is greater than 0, then the position is mid-roll and the value indicates the start delay.
| >0 | Mid-Roll (value indicates start delay in second) |
| 0 | Pre-Roll |
| -1 | Generic Mid-Roll |
| -2 | Generic Post-Roll |
The following table lists the values for the slot position in pod field, for use in audio and video ad pods.
| -1 | Last ad in the pod |
| 0 | Any ad in the pod |
| 1 | First ad in the pod |
| 2 | First or Last ad in the pod |
The following table lists the various options for the delivery of video or audio content.
| 1 | Streaming |
| 2 | Progressive |
| 3 | Download |
The following table lists the options to indicate markup types allowed for companion ads that apply to video and audio ads. This table is derived from VAST 2.0+ and DAAST 1.0+ specifications.
| 1 | Static Resource |
| 2 | HTML Resource |
| 3 | iframe Resource |
The following table lists the media ratings used in describing content based on the TAG Inventory Quality Guidelines (IQG) v2.1 categorization. Refer to www.iab.com/guidelines/digital-video-suite for more information.
| 1 | All Audiences |
| 2 | Everyone Over Age 12 |
| 3 | Mature Audiences |
The following table lists the directions in which an expandable ad may expand, given the positioning of the ad unit on the page and constraints imposed by the content.
| 1 | Left |
| 2 | Right |
| 3 | Up |
| 4 | Down |
| 5 | Full Screen |
| 6 | Resize/Minimize (make smaller) |
The following table lists the various types of video placements in accordance with updated IAB Digital Video Guidelines. To be sent using <code>plcmt</code> attribute in <strong>Object:Video</strong>. Please refer to the <a href=https://github.com/InteractiveAdvertisingBureau/openrtb2.x/blob/main/implementation.md#710---updated-video-signals>implementation guide</a> for examples and information on how to use the updated signals.
| 1 | Instream: Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start, or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky subsequent ad calls should accurately convey the updated player size. |
| 2 | Accompanying Content: Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page. |
| 3 | Interstitial:Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows. |
| 4 | No Content/Standalone: Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating. |
| 5 | Pause: An ad present in streaming video content that the consumer has requested. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view. |
| 6 | Screensaver: An ad present, when OS/App Screen Saver are initiated. |
| 7 | Overlay: Ads occurring during program content and outside of the traditional ad break. The ad format places ad creatives over top of the program content, often as a banner or picture in picture execution. While there may be other content surrounding the player with the overlay, the player with the overlay must be the focus of the user’s visit. It should remain the primary content on the page and the primary video player in-view. |
| 8 | Squeezeback: Ads Alongside or Adjacent to Content, also known as L-Shape Ads & Double Box, are ads that occur during program content and outside of the traditional ad break. The program content is resized to allow for placement of an ad on the screen. In a squeezeback, none of the content is covered by the ad, instead it shares screen space with the ad. This is the major distinction between squeezeback and overlay. While there may be other content surrounding the player with the squeezeback, the player with the squeezeback must be the focus of the user’s visit. It should remain the primary content on the page and the primary video player in-view. |
| 9 | In-scene: A form of advertising that integrates branded elements directly within the content itself, rather than appearing as separate pre-roll, mid-roll, overlay, or display formats. In Scene Advertising is composited into the video content and blends the brand naturally into the scene, environment, or storyline, ensuring contextual relevance and viewer immersion without interrupting the user experience. In-scene ads typically consist of product placements or virtual out of A insertions. At this time, the standardization focuses on the out of home insertions in non-live content. While there may be other content surrounding the player with the in-scene ad, the player with the in-scene ad must be the focus of the user’s visit. It should remain the primary content on the page and the primary video player in-view. |
The following table indicates the options for media linearity (typically video). This corresponds to the required type of VAST response, where a linear response is VAST containing video assets, and non-linear is a VAST response (typically) containing a banner/overlay.
| 1 | Linear |
| 2 | Non-Linear (i.e., Overlay) |
The following table lists the various media playback methods.
| 1 | Initiates without any specific user interaction with Sound On |
| 2 | Initiates without any specific user interaction Sound Off by Default |
| 3 | Initiates on Click with Sound On |
| 4 | Initiates on Mouse-Over or cursor over with Sound On |
| 5 | Initiates on Entering Viewport or scrolling into view with Sound On |
| 6 | Initiates on Entering Viewport or scrolling into view with Sound Off by Default |
| 7 | Continuous Playback - Media playback is set to play additional media automatically without user interaction. The media player will keep playing additional media (playlist or generated) for the user until the user actively stops this from happening. |
| 8 | Initiated by user pausing content, Sound on |
| 9 | Initiated by user pausing content, Sound off |
| 10 | Initiated by idling (e.g. screensaver), Sound on |
| 11 | Initiated by idling (e.g. screensaver), Sound off |
The following table lists the various modes for when media playback terminates.
The following table lists the various pod deduplication settings.
| 1 | Deduplicated on adomain |
| 2 | Deduplicated on IAB Tech Lab Content Taxonomy |
| 3 | Deduplicated on creative ID |
| 4 | Deduplicated on mediafile URL |
| 5 | No deduplication |
The following table lists the values for the pod sequence field, for use in audio and video content streams with one or more ad pods.
| -1 | Last pod in the content stream |
| 0 | Any pod in the content stream |
| 1 | First pod in the content stream |
The following table lists the types of feeds for audio.
| 1 | AOD Music streaming service |
| 2 | LIVE FM/AM broadcast (live content broadcast over the air but also available via online streaming) |
| 3 | AOD Podcast (original, pre-recorded content distributed as episodes in a series) |
| 4 | AOD Catch-up radio (recorded segment of a radio show that was originally broadcast live) |
| 5 | LIVE Web radio (live content only available via online streaming, not as AM/FM broadcast) |
| 6 | MISC Video game (background audio in video games) |
| 7 | MISC Text to speech (audio books, website plugin that can read article) |
| 500+ | MISC Vendor-specific codes. |
The following table lists the types of volume normalization modes, typically for audio.
The following table lists the options for content quality. These values are defined by the IAB; refer to [www.iab.com/wp-content/uploads/2015/03/long-form-video-final.pdf](www.iab.com/wp-content/uploads/2015/03/long-form-video-final.pdf) for more information.
| 0 | Unknown |
| 1 | Professionally Produced |
| 2 | Prosumer |
| 3 | User Generated (UGC) |
The following table lists the various options for indicating the type of content being used or consumed by the user in which ads may appear. This table has values derived from the TAG Inventory Quality Guidelines (IQG).
| 1 | Video (i.e., video file or stream such as Internet TV broadcasts) |
| 2 | Game (i.e., an interactive software game) |
| 3 | Music (i.e., audio file or stream such as Internet radio broadcasts) |
| 4 | Application (i.e., an interactive software application) |
| 5 | Text (i.e., primarily textual document such as a web page, eBook, or news article) |
| 6 | Other (i.e., none of the other categories applies) |
| 7 | Unknown |
The following table lists the types of devices. This table has values derived from the TAG Inventory Quality Guidelines (IQG).
The following table lists the options for the type of device connectivity.
The following table lists the options to indicate how the geographic information was determined.
| 1 | GPS/Location Services |
| 2 | IP Address |
| 3 | User Provided (e.g., registration data) |
The following table lists the services and/or vendors used for resolving IP addresses to geolocations.
| 1 | ip2location |
| 2 | Neustar (Quova) |
| 3 | MaxMind |
| 4 | NetAcuity (Digital Element) |
| 511 | 51Degrees (High Confidence) |
| 512 | 51Degrees (Medium Confidence) |
The following table contains enumerations for various ways an ID could be matched to an ad request, and if they pertain to a single property or app. It should be used on conjunction with the <code>mm</code> attribute in <a href=https://github.com/InteractiveAdvertisingBureau/openrtb2.x/blob/main/2.6.md#3227---object-eid->Object: EID</a> of OpenRTB 2.x.
| 0 | Unknown |
| 1 | No Match No matching has occurred. The associated ID came directly from a 3rd-party cookie or OS-provided resettable device ID for advertising (IFA). |
| 2 | Browser Cookie Sync Real time cookie sync as described in Appendix: Cookie Based ID Syncing of OpenRTB 2.x |
| 3 | Authenticated ID match was based on user authentication such as an email login or hashed PII |
| 4 | Observed ID match was based on a 1st party observation, but without user authentication (e.g. GUID, SharedID, Session IDs, CHIPS or other 1st party cookies contained in localStorage) |
| 5 | Inference ID match was inferred from linkage based on non-authenticated features across multiple browsers or devices (e.g. IP address and/or UserAgent) |
| 500+ | Vendor Specific |
This list identifies the user agent types a user identifier is from.
| 1 | An ID which is tied to a specific web browser or device (cookie-based, probabilistic, or other). |
| 2 | In-app impressions, which will typically contain a type of device ID (or rather, the privacy-compliant versions of device IDs). |
| 3 | A person-based ID, i.e., that is the same across devices. |
| 500+ | Vendor-specific codes. |
The following table lists the possible sources for User-Agent metadata.
The following table lists the types of entities that provide quantity measurement for impression multipliers, which are common in Out of Home advertising.
| 0 | Unknown |
| 1 | Measurement Vendor Provided |
| 2 | Publisher Provided |
| 3 | Exchange Provided |
The following table contains a list of supported taxonomies describing the locations and contexts in which Out-Of-Home media may be experienced. Taxonomies entries are expected to refer to a specific version, unless a given taxonomy has explicit semantics for forward compatibility and handling updates. The specifics of how to serialize values for a given taxonomy are expected to be defined by the given taxonomy.
| 0 | AdCom DOOH Venue Types (deprecated) |
| 1 | OpenOOH Venue Taxonomy 1.0 https://github.com/openooh/venue-taxonomy/blob/main/specification-1.0.md |
| 2 | DPAA Device Venue Types https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list--dooh-venue-types- |
| 3 | DMI Categorization of Venues 1.1 https://www.dmi-org.com/download/DMI_Standards_for_DOOH_Venues.pdf |
| 4 | OMA taxonomy Jan 2022 https://www.oma.org.au/industry-standards |
| 5 | OpenOOH Venue Taxonomy 1.1 https://github.com/openooh/venue-taxonomy/blob/main/specification-1.1.md |
The following table is a list of triggers that result in an ad slot refreshing.
| 0 | UNKNOWN |
| 1 | User Action: Refresh triggered by user-initiated action such as scrolling. |
| 2 | Event: Event-driven content change. For example, ads refresh when the football game score changes on the page. |
| 3 | Time:Time-based refresh. Ads refresh on a predefined time interval even without user activity. |