Bid Filtering says that one of the reasons a bid might be filtered out is because the snippet refers to a disapproved ad.
Ads are disapproved because they don't comply with one or more of the
Ad Exchange policies
for advertising on the Google network. DoubleClick Ad Exchange
reserves the right to disapprove ads that breach any of these policies
and to suspend entire accounts for certain violations. The
Snippet Status Protocol Buffer lists all of the reasons
an ad may be disapproved.
To determine why your ad was disapproved, review the
section of your snippet status report.
disapproved ads lists the reasons for disapproval of an ad along
with instructions for correcting the issue that led to the disapproval.
Each disapproved ad that is filtered out is a valuable impression which you've missed. Therefore, you should always do the following:
- Take advantage of the Buyer REST API to submit creatives for verification, check the status of a creative that you have submitted, see disapproval reasons for your submitted creatives, and retrieve a list of your active creatives before bidding on the creative ad.
- Review any disapproved ads in the snippet status report.