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（price）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。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。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）。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 | 应用在应用商店（如 Apple App Store、Google Play）中的应用商店 ID（store ID）。关于 CTV 应用商店预期字符串的更多细节，参见 OTT/CTV 商店分配应用标识指南。译稿校对中ENThe store ID of the app in an app store (e.g., Apple App Store, Google Play). See OTT/CTV Store Assigned App Identification Guidelines for more details about expected strings for CTV app stores. For mobile apps in Google Play Store, these should be bundle or package names (e.g. com.foo.mygame). For apps in Apple App Store, these should be 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的内容，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. |
| cattax default 1 | integer | 所使用的分类体系（taxonomy）。取值参见 AdCOM 列表：分类体系（List: Category Taxonomies）。译稿校对中ENThe taxonomy in use. Refer to List: Category Taxonomies for values.枚举 Category Taxonomies · 10 个值1IAB Tech Lab Content Category Taxonomy 1.0: Deprecated, and recommend NOT be used since it does not have SCD flags. 2IAB Tech Lab Content Category Taxonomy 2.0: Deprecated, and recommend NOT be used since it does not have SCD flags. 3IAB Tech Lab Ad Product Taxonomy 1.0. 4IAB Tech Lab Audience Taxonomy 1.1 5IAB Tech Lab Content Taxonomy 2.1 6IAB Tech Lab Content Taxonomy 2.2 7IAB Tech Lab Content Taxonomy 3.0 8IAB Tech Lab Ad Product Taxonomy 2.0 9IAB Tech Lab Content Taxonomy 3.1 500+Vendor-specific codes. |
| cat | string[] | 创意的 IAB Tech Lab 内容分类。所使用的分类体系由 cattax 字段定义；未提供 cattax 时，假定使用内容分类体系 1.0。译稿校对中ENIAB Tech Lab content categories of the creative. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied Content Taxonomy 1.0 is assumed |
| attr | integer[] | 描述创意的一组属性。参见 AdCOM 1.0 列表：创意属性（List: Creative Attributes）。译稿校对中ENSet of attributes describing the creative. Refer to List: Creative Attributes in AdCOM 1.0.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 → |
| apis | integer[] | 标记（markup）所支持的 API 列表。未明确列出的 API 视为不支持。参见 AdCOM 列表：API 框架（List: API Frameworks）。译稿校对中ENList of supported APIs for the markup. If an API is not explicitly listed, it is assumed to be unsupported. Refer to List: API Frameworks in AdCOM 1.0.枚举 API Frameworks · 10 个值1VPAID 1.0 2VPAID 2.0 3MRAID 1.0 4ORMMA 5MRAID 2.0 6MRAID 3.0 7OMID 1.0 8SIMID 1.0 9SIMID 1.1 500+Vendor-specific codes. |
| api deprecated | integer | 注意：已弃用，请改用 apis。译稿校对中ENNOTE: Deprecated in favor of apis. |
| protocol | integer | 如适用，标记的视频响应协议。参见 AdCOM 1.0 列表：创意子类型 - 音频/视频（List: Creative Subtypes - Audio/Video）。译稿校对中ENVideo response protocol of the markup if applicable. Refer to List: Creative Subtypes - Audio/Video in AdCOM 1.0.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 AdCOM 1.0 列表：媒体评级（List: Media Ratings）。译稿校对中ENCreative media rating per IQG guidelines. Refer to List: Media Ratings in AdCOM 1.0.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”。language 与 langb 只应出现其一。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). Only one of language or langb should be present. |
| langb | string | 创意的语言，采用 IETF BCP 47。language 与 langb 只应出现其一。译稿校对中ENLanguage of the creative using IETF BCP 47. Only one of language or langb should be present. |
| 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. |
| dur | integer | 视频或音频创意的时长，单位为秒。译稿校对中ENDuration of the video or audio creative in seconds. |
| mtype | integer | 创意标记的类型，以便将其与 BidRequest.Imp 中正确的子对象关联。取值：1 = Banner，2 = Video，3 = Audio，4 = Native。译稿校对中ENType of the creative markup so that it can properly be associated with the right sub-object of the BidRequest.Imp.Values: 1 = Banner 2 = Video, 3 = Audio 4 = Native |
| slotinpod default 0 | integer | 指示本出价响应仅适用于视频或音频广告簇内的特定位置（如首位、末位或任意位置）。参见 AdCOM 列表：簇内广告位位置（List: Slot Position in Pod）。译稿校对中ENIndicates that the bid response is only eligible for a specific position within a video or audio ad pod (e.g. first position, last position, or any). Refer to List:Slot Position in Pod in AdCOM 1.0 for guidance on the use of this field. |
| 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 Tech Lab 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 Tech Lab 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.
译注
译者注Bid 在 2.6 中的演进：api 弃用、由 apis 数组取代（标记可依赖多个 API 框架）；新增 cattax（创意分类体系）、langb（BCP 47 语言）、dur（音视频创意时长）、mtype（标记类型消歧）、slotinpod（簇内位置响应）；bundle 改为应用商店 ID 口径（含 CTV）。译稿校对中
mtype 的消歧必要性：当 Imp 多类型混售（banner+video+native）时，mtype 明确本出价针对哪种类型；省略时交易平台只能猜测，可能导致标记与展示类型不匹配而拒标。多类型 Imp 出价时应始终传递 mtype。译稿校对中
nurl / burl / lurl 三重通知：nurl = 赢标通知（不等于计费）；burl = 计费通知（服务端触发、贴近收入确认）；lurl = 输标通知（结算价宏可能被移除）。业界对账差异多源于三者触发口径不同，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：两者都携带标记时 adm 优先；adm 直接交付避免了赢标回调的额外往返，低延迟场景更常用。译稿校对中
price 的计价陷阱：CPM 表达但实际交易是单个展示；货币运算应使用整数/BigDecimal，避免浮点误差引发结算争议——这是对接验收中的常见检查项。译稿校对中
dur 与时长底价的配套：响应侧 dur 声明创意实际时长，与请求侧 DurFloors/Deal.durfloors 的按时长底价配套；音视频出价应确保 dur 命中请求的时长约束（rqddurs/mindur/maxduration），否则会被拒标。译稿校对中
slotinpod 的位置响应：请求侧 Video/Audio.slotinpod 声明卖方可保证的簇内位置，响应侧同名字段声明出价仅适用于特定位置（首/尾/任意）；首末位通常溢价，买方应按位置价值差异化出价。译稿校对中
adomain / cat / attr 与请求侧拦截的匹配：出价前应自检广告主域名（badv）、行业分类（bcat/acat）、创意属性（battr）拦截，命中即会被拒标；创意轮换时 adomain 可为数组。译稿校对中
exp 的双向语义：请求侧 Imp.exp 是交易平台的参考（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；header bidding 等长链路场景下二者应匹配，避免中标后出价已失效。译稿校对中
字段描述收录自 IAB Tech Lab OpenRTB 2.6 官方规范（CC-BY 3.0）· 枚举值来源 AdCOM 1.0 · 初稿校对中