顶层竞价请求对象包含一个交易平台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、App 与 DOOH 对象描述展示所出现的已发布媒体类型；这三个对象强烈建议传递，但视媒体是浏览器网页内容、非浏览器应用还是数字户外（Digital Out of Home）库存，同一竞价请求只适用其一。译稿校对中ENThe top-level bid request object contains an exchange 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, App and DOOHobjects, 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, a non-browser application, or Digital Out of Home inventory respectively.
| Attribute | Type | Description |
|---|---|---|
| id required | string | 竞价请求 ID，由交易平台（exchange）分配，用于交易平台后续跟踪响应；对不同的接收方可以使用不同的取值。ENID of the bid request, assigned by the exchange, and unique for the exchange’s subsequent tracking of the responses. The exchange may use different values for different recipients. |
| imp required | object[] | Imp 对象数组（见 3.2.4 节），表示本次请求中包含的广告展示机会，至少需要 1 个 Imp 对象。译稿校对中ENArray of Imp objects (Section 3.2.4) representing the impressions offered. At least 1 Imp object is required. |
| site | object | 通过 Site 对象（参见第 3.2.13 节）传达的发布方网站详情。仅适用于网站，并建议传递。译稿校对中ENDetails via a Site object (Section 3.2.13) about the publisher’s website. Only applicable and recommended for websites. |
| app | object | 通过 App 对象（参见第 3.2.14 节）传达的发布方应用（即非浏览器应用）详情。仅适用于应用，并建议传递。译稿校对中ENDetails via an App object (Section 3.2.14) about the publisher’s app (i.e., non-browser applications). Only applicable and recommended for apps. |
| dooh | object | 当承载广告的内容是数字户外（Digital Out-Of-Home）屏幕时，应包含本对象。含 DOOH 对象的竞价请求不得同时包含 site 或 app 对象。译稿校对中ENThis object should be included if the ad supported content is a Digital Out-Of-Home screen. A bid request with a DOOH object must not contain a site or app object. |
| device | object | 通过 Device 对象（参见第 3.2.18 节）传达的用户设备详情，展示将下发至该设备。译稿校对中ENDetails via a Device object (Section 3.2.18) about the user’s device to which the impression will be delivered. |
| user | object | 通过 User 对象（参见第 3.2.20 节）传达的设备背后真实用户（即广告受众）的详情。译稿校对中ENDetails via a User object (Section 3.2.20) about the human user of the device; the advertising audience. |
| test default 0 | integer | 测试模式指示标志，测试模式下的拍卖不计费：0 = 正式模式（live mode），1 = 测试模式。译稿校对中ENIndicator of test mode in which auctions are not billable, where 0 = live mode, 1 = test mode. |
| at default 2 | integer | 拍卖类型：1 = 第一价格拍卖（First Price），2 = 第二价格加价拍卖（Second Price Plus）。大于等于 500 的取值可用于定义交易平台专属的拍卖类型。译稿校对中ENAuction type, where 1 = First Price, 2 = Second Price Plus. Exchange-specific auction types can be defined using values 500 and greater. |
| tmax | integer | 交易平台允许接收出价的最大时限（含互联网延迟），单位为毫秒，以避免超时。该取值取代交易平台事先给出的任何指引。译稿校对中ENMaximum time in milliseconds the exchange allows for bids to be received including Internet latency to avoid timeout. This value supersedes any a priori guidance from the exchange. |
| wseat | string[] | 允许参与本展示竞价的买方席位（buyer seats，如广告主、代理商）白名单。席位 ID 及其所指代的买方客户信息，必须由竞价方与交易平台事先（a priori）协调一致。同一请求中，wseat 与 bseat 至多使用其一；两者均省略则表示无席位限制。译稿校对中ENAllowed list of buyer seats (e.g., advertisers, agencies) allowed to bid on this impression. IDs of seats and knowledge of the buyer’s customers to which they refer must be coordinated between bidders and the exchange a priori. At most, only one of wseat and bseat should be used in the same request. Omission of both implies no seat restrictions. |
| bseat | string[] | 被限制参与本展示竞价的买方席位（如广告主、代理商）黑名单。席位 ID 及其所指代的买方客户信息，必须由竞价方与交易平台事先（a priori）协调一致。同一请求中，wseat 与 bseat 至多使用其一；两者均省略则表示无席位限制。译稿校对中ENBlock list of buyer seats (e.g., advertisers, agencies) restricted from bidding on this impression. IDs of seats and knowledge of the buyer’s customers to which they refer must be coordinated between bidders and the exchange a priori. At most, only one of wseat and bseat should be used in the same request. Omission of both implies no seat restrictions. |
| allimps default 0 | integer | 指示交易平台能否核实所提供的展示即上下文中全部可用展示（如网页上的所有展示、前插/中插/后插等全部视频广告位），以支持独家包段（road-blocking）：0 = 否或未知，1 = 是，即所提供的展示即全部可用展示。译稿校对中ENFlag to indicate if Exchange can verify that the impressions offered represent all of the impressions available in context (e.g., all on the web page, all video spots such as pre/mid/post roll) to support road-blocking. 0 = no or unknown, 1 = yes, the impressions offered represent all that are available. |
| cur | string[] | 本竞价请求允许的出价币种数组，采用 ISO-4217 alpha 代码。仅当交易平台接受多种币种时建议传递。译稿校对中ENArray of allowed currencies for bids on this bid request using ISO-4217 alpha codes. Recommended only if the exchange accepts multiple currencies. |
| wlang | string[] | 创意语言白名单，采用 ISO-639-1-alpha-2。省略表示无特定限制，但建议买方在可用时参考 Device 和/或 Content 对象中的 language 属性。wlang 与 wlangb 只能出现其一。译稿校对中ENAllowed list of languages for creatives using ISO-639-1-alpha-2. Omission implies no specific restrictions, but buyers would be advised to consider language attribute in the Device and/or Content objects if available. Only one of wlang or wlangb should be present. |
| wlangb | string[] | 创意语言白名单，采用 IETF BCP 47。省略表示无特定限制，但建议买方在可用时参考 Device 和/或 Content 对象中的 language 属性。wlang 与 wlangb 只能出现其一。译稿校对中ENAllowed list of languages for creatives using IETF BCP 47I. Omission implies no specific restrictions, but buyers would be advised to consider language attribute in the Device and/or Content objects if available. Only one of wlang or wlangb should be present. |
| acat | string[] | 使用指定分类体系的广告主行业分类白名单。所使用的分类体系由 cattax 字段定义；未提供 cattax 时，假定使用 IAB 内容分类体系 1.0。acat 与 bcat 只能出现其一。译稿校对中ENAllowed advertiser categories using the specified category taxonomy. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied IAB Content Taxonomy 1.0 is assumed. Only one of acat or bcat should be present. |
| bcat | string[] | 使用指定分类体系的广告主行业分类黑名单。所使用的分类体系由 cattax 字段定义；未提供 cattax 时，假定使用 IAB 内容分类体系 1.0。acat 与 bcat 只能出现其一。译稿校对中ENBlocked advertiser categories using the specified category taxonomy. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied IAB Content Taxonomy 1.0 is assumed. Only one of acat or bcat should be present. |
| cattax default 1 | integer | bcat 所使用的分类体系。取值参见 AdCOM 1.0 列表：分类体系（List: Category Taxonomies）。译稿校对中ENThe taxonomy in use for bcat. Refer to the AdCOM 1.0 list 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. |
| badv | string[] | 按域名拦截的广告主黑名单（如 “ford.com”）。译稿校对中ENBlock list of advertisers by their domains (e.g., “ford.com”). |
| bapp | string[] | 按应用商店 ID 拦截的应用黑名单。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。对于 Google Play 商店中的移动应用，应为包名（bundle 或 package name，如 com.foo.mygame）；对于 Apple App Store 中的应用，应为数字 ID。译稿校对中ENBlock list of applications by their app store IDs. 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. |
| source | object | Source 对象（参见第 3.2.2 节），提供关于库存来源以及由哪个实体做最终决策的数据。译稿校对中ENA Source object (Section 3.2.2) that provides data about the inventory source and which entity makes the final decision. |
| regs | object | Regs 对象（参见第 3.2.3 节），规定对本请求生效的行业、法律或政府监管要求。译稿校对中ENA Regs object (Section 3.2.3) that specifies any industry, legal, or governmental regulations in force for this request. |
| ext | object | 供交易平台（exchange）对 OpenRTB 进行专属扩展（exchange-specific extensions）的占位对象。译稿校对中ENPlaceholder for exchange-specific extensions to OpenRTB. |
译注
译者注BidRequest 在 2.6 中的演进：分发渠道扩展为 Site ⊕ App ⊕ DOOH 三方互斥；新增 dooh（数字户外）、wlangb（BCP 47 语言白名单）、acat（广告主分类白名单）；bcat 配套 cattax 声明分类体系。白名单机制（wseat/wlang/acat）与黑名单（bseat/bcat/badv/bapp）对称成体系。译稿校对中
顶层规则的适用范围：test/at/tmax/席位与拦截类属性对请求内所有 Imp 统一生效；Imp 或 Deal 级的同类字段为更细粒度覆盖（如 Deal.at）。解析时应建立“请求级 → Imp 级 → Deal 级”的优先级链路。译稿校对中
acat 与 bcat 互斥：白名单与黑名单只能二选一；同时出现属非法请求。两者均受 cattax 声明的分类体系版本约束，省略 cattax 时默认 IAB 内容分类 1.0。译稿校对中
tmax 的预算含义：含网络延迟的出价时限是竞价方计算预算的硬约束；超时即视为放弃，高频系统应在 tmax 内预留网络与序列化开销。译稿校对中
wseat/bseat 的席位协调：席位词表必须事先与交易平台协调（a priori），未协调的席位 ID 无法解析；白名单与黑名单至多其一，均省略即无席位限制。译稿校对中
allimps 与包段采买：allimps = 1 是独家包段（road-blocking）成立的前提信号；买方在包段出价前应核实该标志，避免误以为独占实际非独占的上下文。译稿校对中
id 的接收方差异化：交易平台可对不同接收方使用不同的请求 ID，因此 id 不能用于跨接收方关联同一拍卖；跨方对账应使用 Source.tid。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