Une interaction avec les enchères en temps réel commence lorsque Google envoie une demande d'enchère à votre application. Ce guide vous explique comment coder votre application afin de traiter la demande d'enchère.
Analyser la requête
Google envoie une demande d'enchère sous la forme d'un tampon de protocole sérialisé associé en tant que charge utile binaire d'une requête HTTP POST. Content-Type est défini sur application/octet-stream. Pour voir un exemple, reportez-vous à la section Exemple de demande d'enchère.
Vous devez analyser cette requête dans une instance du message BidRequest. BidRequest est défini dans realtime-bidding.proto, qui peut être obtenu à partir de la page des données de référence. Vous pouvez analyser le message à l'aide de la méthode ParseFromString() dans la classe générée pour l'élément BidRequest. Par exemple, le code C++ suivant analyse une requête avec une charge utile POST dans une chaîne:
string post_payload = /* the payload from the POST request */;
BidRequest bid_request;
if (bid_request.ParseFromString(post_payload)) {
// Process the request.
}
Une fois que vous disposez de BidRequest, vous pouvez l'utiliser en tant qu'objet, en extrayant et en interprétant les champs dont vous avez besoin. Par exemple, en C++:
for (int i = 0; i < bid_request.adslot_size(); ++i) {
const BidRequest_AdSlot& adslot = bid_request.adslot(i);
// Decide what to bid on adslot.
}
Certaines informations envoyées dans un BidRequest, telles que le User-ID Google, la langue ou l'emplacement géographique, ne sont pas toujours disponibles. Si certains de vos
groupes d'annonces de préciblage utilisent des informations inconnues pour une impression donnée, ces groupes d'annonces ne correspondront pas. Si les informations manquantes n'ont pas d'importance pour les conditions de préciblage, les demandes d'enchères sont envoyées avec les informations omises.
Les informations sur le groupe d'annonces de préciblage sont disponibles dans le groupe MatchingAdData pour chaque AdSlot. Il contient le premier ID de groupe d'annonces correspondant du groupe d'annonces de préciblage qui a incité Google à envoyer la demande d'enchère, c'est-à-dire le groupe d'annonces et la campagne facturés si votre réponse remporte l'enchère pour l'impression. Dans certains cas, vous devez spécifier explicitement le billing_id pour l'attribution dans BidResponse.AdSlot, par exemple lorsque BidRequest.AdSlot comporte plusieurs matching_ad_data.
Pour en savoir plus sur les contraintes liées au contenu des enchères, consultez le realtime-bidding.proto.
Fichiers de dictionnaire
La demande d'enchère utilise des identifiants définis dans des fichiers de dictionnaire, disponibles sur la page des données de référence.
Macros d'URL d'enchères
Certains champs de BidRequest peuvent éventuellement être insérés dans l'URL utilisée dans la requête HTTP POST. Cela est utile, par exemple, si vous utilisez une interface légère qui équilibre la charge sur plusieurs backends à l'aide d'une valeur de la requête. Pour demander la prise en charge de nouvelles macros, contactez votre responsable de compte technique.
| Macro | Description |
|---|---|
%%GOOGLE_USER_ID%% |
Remplacé par http://google.bidder.com/path?gid=%%GOOGLE_USER_ID%%sera remplacée par http://google.bidder.com/path?gid=dGhpyBhbiBleGFtGxlau moment de la demande. Si l'ID utilisateur Google n'est pas connu, la chaîne vide est remplacée, avec un résultat semblable à http://google.bidder.com/path?gid= |
%%HAS_MOBILE%% |
Remplacé par |
%%HAS_VIDEO%% |
Remplacé par |
%%HOSTED_MATCH_DATA%% |
Remplacé par la valeur du champ |
%%MOBILE_IS_APP%% |
Remplacé par |
Trouver l'ID d'application mobile dans l'URL de la transaction
Les transactions effectuées dans des applications mobiles font l'objet d'un rapport contenant des URL se présentant comme suit:
mbappgewtimrzgyytanjyg4888888.com
Utilisez un décodeur base32 pour décoder la partie de la chaîne en gras (gewtimrzgyytanjyg4888888).
Vous pouvez utiliser un décodeur en ligne, mais vous devrez mettre les lettres en majuscules et remplacer les 8 finales par des valeurs =.
Le décodage de cette valeur :
GEWTIMRZGYYTANJYG4======produit ce qui suit :
1-429610587La chaîne
429610587 est l'ID de l'application iOS iFunny.
Voici un autre exemple. L'URL signalée est la suivante :
mbappgewtgmjug4ytmmrtgm888888.comDécoder cette valeur :
GEWTGMJUG4YTMMRTGM======Résultats :
1-314716233Le résultat
314716233 est l'ID de l'application iOS TextNow.
Identifier le nom de l'application mobile dans l'URL de la transaction
Voici un exemple d'obtention du nom de l'application. L'URL signalée se présente comme suit :
mbappMFUXELTDN5WS42DZOBQWQLTJN4XHG3DJORUGK4Q888.comDécoder cette valeur :
MFUXELTDN5WS42DZOBQWQLTJN4XHG3DJORUGK4Q===Résultats :
air.com.hypah.io.slitherLe résultat correspond à l'application Android slither.io.
Champs Open Bidding
Les demandes d'enchères envoyées aux enchérisseurs sur une place de marché et sur le réseau participant à Open Bidding sont semblables à celles des acheteurs Authorized Buyers utilisant le système d'enchères en temps réel standards. Les clients Open Bidding n'ont accès qu'à un petit nombre de champs supplémentaires, et quelques champs existants peuvent avoir d'autres utilisations. Voici quelques exemples:
| OpenRTB | Authorized Buyers | Détails |
|---|---|---|
BidRequest.imp[].ext.dfp_ad_unit_code |
BidRequest.adslot[].dfp_ad_unit_code |
Contient le code de réseau Ad Manager de l'éditeur, suivi de la hiérarchie des blocs d'annonces, séparés par des barres obliques. Ces lignes s'affichent par exemple avec une mise en forme semblable à la suivante : |
BidRequest.user.data[].segment[] |
BidRequest.adslot[].exchange_bidding.key_value[] |
Paires clé-valeur répétées envoyées par l'éditeur à l'enchérisseur sur la place de marché. Vous pouvez déterminer que les valeurs sont des paires clé/valeur envoyées par l'éditeur lorsque |
Déclarer les fournisseurs autorisés
Les fournisseurs de technologies qui proposent des services tels que la recherche, le remarketing et la diffusion d'annonces peuvent jouer un rôle dans l'interaction entre les acheteurs et les vendeurs. Seuls les fournisseurs approuvés par Google pour participer à des interactions Authorized Buyers sont autorisés.
Pour comprendre BidRequest et créer votre BidResponse, vous devez connaître les deux possibilités sans frais pour déclarer des fournisseurs de technologie:
- Certains fournisseurs n'ont pas besoin d'être déclarés. Vous les trouverez dans le Centre d'aide Authorized Buyers.
- Les autres fournisseurs ne peuvent participer que s'ils sont déclarés à la fois dans
BidRequestetBidResponse:- Dans
BidRequest, le champallowed_vendor_typeindique les fournisseurs autorisés par le vendeur. Les fournisseurs qui seront envoyés dans le champallowed_vendor_typedeBidRequestsont répertoriés dans le fichier de dictionnaireVendors.txt. - Dans
BidResponse, le champvendor_typespécifie les fournisseurs autorisés que l'acheteur prévoit d'utiliser.
- Dans
Exemple de demande d'enchère
Les exemples suivants représentent des exemples lisibles par l'humain des requêtes Protobuf et JSON.
JSON OpenRTB
Protobuf OpenRTB
Pour convertir la demande d'enchère dans un format binaire, comme vous le feriez avec la charge utile POST dans une demande réelle, vous pouvez procéder comme suit (en C++). Notez toutefois que cela ne s'applique pas à OpenRTB JSON.
string text_format_example = /* example from above */;
BidRequest bid_request;
if (TextFormat::ParseFromString(text_format_example, &bid_request)) {
string post_payload;
if (bid_request.SerializeToString(&post_payload)) {
// post_payload is a binary serialization of the protocol buffer
}
}
Remarketing
Authorized Buyers transmet un identifiant publicitaire pour mobile dans les demandes d'enchères provenant d'une application mobile. Il peut s'agir d'un IDFA iOS ou d'un
identifiant publicitaire Android, envoyé via la macro
%%EXTRA_TAG_DATA%% dans la balise JavaScript gérée par Authorized Buyers.
La macro %%ADVERTISING_IDENTIFIER%% permet aux acheteurs de recevoir l'IDFA d'iOS ou l'identifiant publicitaire d'Android lors du rendu des impressions. Elle renvoie un tampon proto chiffré MobileAdvertisingId tel que
%%EXTRA_TAG_DATA%%:
message MobileAdvertisingId {
optional bytes advertising_id = 1;
optional int32 user_id_type = 2;
}
user_id_type est l'une des valeurs définies dans enum AdxMobileIdType:
enum AdxMobileIdType {
MOBILE_ID_UNKNOWN = 0,
IDFA = 1,
ANDROID_ID = 2,
};
Vous pouvez créer des listes d'utilisateurs à partir d'identifiants publicitaires pour mobile à l'aide des identifiants publicitaires que vous avez collectés lors du rendu des impressions. Ces listes d'utilisateurs peuvent être gérées sur votre serveur ou sur le nôtre. Pour créer des listes d'utilisateurs sur les serveurs de Google, vous pouvez utiliser notre fonctionnalité d'importation groupée.
Lorsque l'identifiant publicitaire pour mobile correspond à une liste d'utilisateurs, vous pouvez l'utiliser pour effectuer des actions de remarketing.
Commentaires en temps réel
Les commentaires en temps réel sont disponibles pour Authorized Buyers, ainsi que pour les places de marché et les réseaux utilisant Open Bidding.
Les commentaires sur les réponses aux enchères sont pris en charge dans la demande d'enchère suivante pour le protocole AdX et OpenRTB. Pour OpenRTB, il est envoyé dans BidRequestExt.
Outre les champs par défaut envoyés dans les commentaires sur la réponse aux enchères, vous pouvez également envoyer des données personnalisées dans la réponse à l'enchère (dans AdX Proto ou OpenRTB) à l'aide d'un event_notification_token renvoyé dans BidResponse. event_notification_token correspond à des données arbitraires connues uniquement de l'enchérisseur et qui peuvent aider au débogage, par exemple un nouvel ID de ciblage ou un ID d'enchère représentant une nouvelle stratégie, ou des métadonnées associées à la création connues uniquement par l'enchérisseur. Pour en savoir plus, consultez les pages OpenRTB Extensions Protocol Buffer pour le système d'enchères en temps réel et AdX Proto pour AdX.
Lorsqu'Authorized Buyers envoie une demande d'enchère à un enchérisseur, celui-ci répond avec un BidResponse. Si les commentaires en temps réel sont activés pour l'enchérisseur, Authorized Buyers envoie les commentaires sur la réponse dans une demande d'enchère ultérieure dans un message BidResponseFeedback, comme indiqué ci-dessous:
// Feedback on bids submitted in previous responses. This is only set if
// real-time feedback is enabled for your bidder. Contact your account
// manager if you want to enable real-time feedback.
message BidResponseFeedback {
// The unique id from BidRequest.id
optional bytes request_id = 1;
// The index of the BidResponse_Ad if there was more than one. The index
// starts at zero for the first creative.
optional int32 creative_index = 2;
// The status code for the ad. See creative-status-codes.txt in the
// technical documentation for a list of ids.
optional int32 creative_status_code = 3;
// If the bid won the auction, this is the price paid in your account
// currency. If the bid participated in the auction but was out-bid, this
// is the CPM that should have been exceeded in order to win. This is not
// set if the bid was filtered prior to the auction, if the publisher or
// winning bidder has opted out of price feedback or if your account has
// opted out of sharing winning prices with other bidders. For first-price
// auctions, minimum_bid_to_win is populated instead of this field.
optional int64 cpm_micros = 4;
// The minimum bid value necessary to have won the auction, in micros of
// your account currency. If your bid won the auction, this is the second
// highest bid that was not filtered (including the floor price). If your
// bid did not win the auction, this is the winning candidate's bid. This
// field will only be populated if your bid participated in a first-price
// auction, and will not be populated if your bid was filtered prior to the
// auction.
optional int64 minimum_bid_to_win = 7;
// The minimum bid value necessary to have won the server-side component of
// the overall auction given that there was also an interest group bidding
// component to the overall auction which ran using the Protected Audience
// API. The value is expressed in CPM micros of the buyer account currency.
// The minimum bid to win for the overall auction, including bids from the
// server-side and the on-device interest group components, is populated in
// the minimum_bid_to_win field of the same BidResponseFeedback object.
optional int64 server_side_component_minimum_bid_to_win = 16;
// Billable event rate multiplier that was applied to this bid during
// ranking. The adjustment reflects the likelihood that your bid would
// generate a billable event (namely, the ad renders successfully) if it won
// the auction, relative to the probability that other bids generate a
// billable event if they won the auction. This adjustment can be larger or
// smaller than 1. This affects the final ranking in the auction only; in
// particular, this multiplier does not affect the payment or whether the
// bid clears any floor price.
optional float billable_event_rate_bid_adjustment = 15 [default = 1];
// When a publisher uses an RTB auction and waterfall-based SDK mediation on
// the same query, the winner of the real-time auction must also compete in
// a mediation waterfall (which is ordered by price) to win the impression.
// If the bid participated in the auction and there was no waterfall, the
// value of this field is 0. If the bid participated in the auction and
// there was a waterfall, the value of this field is a price representing a
// sample bid from the eligible mediation networks that were higher than the
// auction winner, weighted by expected fill rate. This field can be used
// in conjunction with minimum_bid_to_win to train bidding models. The CPM
// is in micros of your account currency.
optional int64 sampled_mediation_cpm_ahead_of_auction_winner = 10;
// Event notification token that was included in the bid response.
optional bytes event_notification_token = 5;
// Buyer creative ID that was included in the bid response.
optional string buyer_creative_id = 6;
// Possible types of bid response feedback objects.
enum FeedbackType {
FEEDBACK_TYPE_UNSPECIFIED = 0;
// Feedback for a bid that was submitted on a bid response.
BID_FEEDBACK = 1;
// Feedback for an interest group buyer submitted on a bid response to
// particpate in an interest group bidding component of the auction run
// using the Protected Audience API.
INTEREST_GROUP_BUYER_FEEDBACK = 2;
}
// The type of the BidResponseFeedback message. Google will send separate
// BidResponseFeedback objects for:
// a) Each bid submitted on a bid response
// b) Each buyer submitted on a bid response to particpate in an interest
// group bidding component of the auction run using the Protected Audience
// API.
optional FeedbackType feedback_type = 17;
// Origin of an interest group buyer that was included in the bid response.
// This field is populated only for feedback where a bidder opted in an
// interest group buyer to participate in the interest group bidding
// component of the overall auction run using the Protected Audience API.
// To learn more about origins, see https://www.rfc-editor.org/rfc/rfc6454.
// To learn more about interest group bidding and the Protected Audience
// API, see
// https://developers.google.com/authorized-buyers/rtb/fledge-origin-trial.
optional string buyer_origin = 18;
// The status code for the submitted interest group buyer. This field is
// only populated in the feedback for an interest group buyer that a bidder
// requested to enter into the interest group auction through the bid
// response. Individual creative status codes of bids submitted by the buyer
// in the on-device interest group auction are not available. See
// https://storage.googleapis.com/adx-rtb-dictionaries/interest-group-buyer-status-codes.txt
// for a list of interest group buyer status codes.
optional int32 interest_group_buyer_status_code = 19;
}
repeated BidResponseFeedback bid_response_feedback = 44;
// How many milliseconds Google will wait for a response before ignoring it.
optional int32 response_deadline_ms = 57;
// -----------------------------------------------------------
// Testing options.
//
// If true, then this is a test request. Results will not be displayed to
// users and you will not be billed for a response even if it wins the
// auction. You should still do regular processing since the request may be
// used to evaluate latencies or for other testing. During your initial
// testing with Google traffic any response that you make will be filtered
// out of the auction whether this option has a value of true or false.
optional bool is_test = 15 [default = false];
// If true, then this request is intended to measure network latency.
// Return an empty BidResponse with only processing_time_ms set as quickly as
// possible without executing any bidding logic.
optional bool is_ping = 17 [default = false];
// If true, then the callout model predicted that you will not bid
// on this request. We send a sampled percentage of such requests so that we
// can automatically update the model when bidding patterns change.
optional bool is_predicted_to_be_ignored = 45 [default = false];
// SupplyChain object. For more information, see
// https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/supplychainobject.md.
message SupplyChain {
// Indicates whether the chain contains all nodes involved in the
// transaction leading back to the owner of the site, app or other medium of
// the inventory.
optional bool complete = 1;
message SupplyChainNode {
// The canonical domain name of the SSP, Exchange, Header Wrapper, etc
// system that bidders connect to. This may be the operational domain of
// the system, if that is different than the parent corporate domain, to
// facilitate WHOIS and reverse IP lookups to establish clear ownership of
// the delegate system. This should be the same value as used to identify
// sellers in an ads.txt file if one exists.
optional string advertising_system_identifier = 1;
// The identifier associated with the seller or reseller account within
// the advertising system. This must contain the same value used in
// transactions, specifically the publisher_id field in the Google
// protocol. Should be limited to 64 characters in length.
optional string seller_identifier = 2;
// Indicates whether this node will be involved in the flow of payment for
// the inventory. When set to true, the advertising system in the
// advertising_system_identifier field pays the seller in the
// seller_identifier field, who is responsible for paying the previous
// node in the chain. When set to false, this node is not involved in the
// flow of payment for the inventory.
optional bool handles_payment = 6;
}
// Array of SupplyChainNode objects in the order of the chain. In a complete
// supply chain, the first node represents the initial advertising system
// and seller ID involved in the transaction, for example, the owner of the
// site, app, or other medium. In an incomplete supply chain, it represents
// the first known node. The last node represents the entity sending this
// bid request.
repeated SupplyChainNode nodes = 2;
// Version of the supply chain specification in use, in the format of
// "major.minor". For example, for version 1.0 of the spec, use the string
// "1.0".
optional string version = 3;
}
optional SupplyChain supply_chain = 69;
// Experimental feature; may be subject to change. See
// https://support.google.com/authorizedbuyers/answer/10890762 for more
// information.
//
// Describes the scope of frequency cap enforcement available for this
// request. Frequency caps to be enforced for a bid can be specified in the
// BidResponse.ad.adslot.frequency_cap field.
enum FrequencyCappingScope {
// Default value which should not be used, or which can indicate that
// frequency cap scope could not be reliably determined.
FREQUENCY_CAPPING_SCOPE_UNKNOWN = 0;
// Frequency capping based on bid response specifications is not available
// for this request. A frequency-capped bid for a bid request with no
// frequency cap availability will be filtered prior to the auction.
FREQUENCY_CAPPING_SCOPE_NONE = 1;
// Frequency capping enforcement is available across multiple sites within
// the same browser.
FREQUENCY_CAPPING_SCOPE_BROWSER = 2;
// Frequency capping enforcement is available across multiple apps on the
// device, excluding browsers.
FREQUENCY_CAPPING_SCOPE_DEVICE = 3;
// Frequency capping enforcement is available within a single app.
FREQUENCY_CAPPING_SCOPE_APP = 4;
// Frequency capping enforcement is available within a single site.
FREQUENCY_CAPPING_SCOPE_SITE = 5;
}
optional FrequencyCappingScope frequency_capping_scope = 70;
// The Digital Services Act (DSA) transparency requirements. See
// https://support.google.com/admanager/answer/14335032.
message Dsa {
// Values indicating whether DSA declarations should be included in the bid
// response and, if so, whether or not the publisher is an Online Platform
// (OP) or Very Large Online Platform (VLOP), as defined by the DSA.
enum DsaSupport {
DSA_SUPPORT_UNKNOWN = 0;
// DSA declarations are not required in the bid response.
NOT_REQUIRED = 1;
// DSA declarations are supported, but not required in the bid response.
SUPPORTED = 2;
// DSA declarations are required in the bid response.
REQUIRED = 3;
// DSA declarations are required in the bid response and the publisher is
// an OP or VLOP.
REQUIRED_BY_ONLINE_PLATFORM = 4;
}
// Indicates if DSA declarations should be included in the bid response.
// Bids where DSA declarations are required but not included will not be
// accepted.
optional DsaSupport dsa_support = 1;
// Options describing a publisher's ability to render DSA transparency
// declarations.
enum PublisherRenderingSupport {
PUBLISHER_RENDERING_SUPPORT_UNKNOWN = 0;
// Publisher can't render.
PUBLISHER_UNABLE_TO_RENDER = 1;
// Publisher could render depending on the buyer's rendering capability as
// described in the BidResponse.ad.dsa_transparency.buyer_render field.
PUBLISHER_CAN_RENDER = 2;
// Publisher will render regardless of the buyer's rendering capability as
// described in the BidResponse.ad.dsa_transparency.buyer_render field.
PUBLISHER_WILL_RENDER = 3;
}
// Indicates if the publisher will render the DSA Transparency info. This
// will signal if the publisher is able to and intends to render the icon
// or other appropriate user-facing symbol and display the DSA transparency
// info to the end user.
optional PublisherRenderingSupport publisher_rendering_support = 2;
// Options describing if a publisher requires DSA transparency declarations.
enum DataToPublisher {
DATA_TO_PUBLISHER_UNKNOWN = 0;
// Do not send transparency data.
DO_NOT_SEND = 1;
// Optional to send transparency data.
OPTIONAL = 2;
// Send transparency data.
SEND = 3;
}
// Indicates whether the bidder should provide DSA transparency declarations
// in the bid response. A publisher may need this information for audit or
// other purposes, even if they will not render the transparency
// declarations themselves.
optional DataToPublisher data_to_publisher = 3;
}
// The Digital Services Act (DSA) transparency information requirements.
optional Dsa dsa = 86;
}
// This is the message that you return in response to a BidRequest. You may
// specify zero or more ads. For each ad, you should provide an ad slot on
// which the ad can run. An ad slot is identified by the AdSlot.id from the
// BidRequest. If you do not want to bid, submit a response with no ads and
// with only the processing_time_ms set.
message BidResponse {
message Ad {
// The event notification token is sent to AdX by bidders for
// troubleshooting. AdX will include the token in real-time feedback for the
// bid. The content of the token will not be logged by AdX. AdX will ignore
// any token longer than 128 bytes.
optional bytes event_notification_token = 25;
// A unique identifier chosen by you for the creative in this response.
// This must always be set, must be limited to at most 64 bytes, and must be
// a valid UTF8 string. Every buyer_creative_id you use must always be
// associated with the same creative. This field is used to communicate
// approval statuses when issues are found. Do not specify the same id for
// different creatives, or all creatives will be disapproved if a problem
// with a single creative is found. Do not specify different ids for the
// same creative in different responses or no creatives will be served since
// approval status is assigned on a per-id basis.
optional string buyer_creative_id = 10;
// Only one of the following should be set:
// 1) html_snippet, 2) video_url, 3) native_ad, or 4) sdk_rendered_ad.
//
// The HTML snippet that will be placed on the web page to display the ad.
// Use BidResponse.Ad.AdSlot.billing_id to indicate which billing id
// this snippet is attributed to.
optional string html_snippet = 1;
// The URL to fetch a video ad. The URL should return an XML response that
// conforms to the VAST 2.0 or 3.0 standard. Use
// BidResponse.Ad.AdSlot.billing_id to indicate which billing id to
// attribute this ad to. Only one of the following should be set:
// html_snippet, video_url. Only set this field if the BidRequest is for an
// in-video ad (BidRequest.video is present).
optional string video_url = 9;
// The VAST document to be returned. This document should conform to the
// VAST 2.0 or 3.0 standard. Use BidResponse.Ad.AdSlot.billing_id to
// indicate which billing ID to attribute this ad to.
// Only set this field if the BidRequest is for an in-video ad and the
// response is VAST XML.
optional string video_vast_xml = 24;
// The URL to fetch an AMPHTML ad. Only one of the following should be set:
// html_snippet, video_url, amp_ad_url, native_ad.
optional string amp_ad_url = 23;
// The content of a native ad. Native ads consist of multiple building
// blocks, which are rendered by the publisher. Only one of the following
// should be set: html_snippet, video_url, or native_ad.
// Only set this field if the BidRequest is for a native ad
// (BidRequest.adslot.native is present).
message NativeAd {
// A video in the form of either a URL for a VAST tag, or an in-line VAST
// tag. Only set this field if VIDEO is required or recommended in the
// BidRequest's NativeAdTemplate.
oneof video {
// The URL to fetch a video ad. The URL should return an XML response
// that conforms to VAST standards.
string video_url = 13;
// The VAST document to be returned. Max size is 100kB.
string video_vast_xml = 16;
}
// A short title for the ad.
optional string headline = 1;
// A long description of the ad.
optional string body = 2;
// A label for the button that the user is supposed to click
optional string call_to_action = 3;
// The name of the advertiser or sponsor, to be displayed in the ad
// creative.
optional string advertiser = 4;
message Image {
optional string url = 1;
// Image width and height are specified in pixels. You may provide a
// larger image than was requested, so long as the aspect ratio is
// preserved.
optional int32 width = 2;
optional int32 height = 3;
}
// A large image.
optional Image image = 5;
// A smaller image, for the advertiser's logo.
optional Image logo = 6;
// The app icon, for app download ads.
optional Image app_icon = 7;
// The app rating in the app store. Must be in the range [0-5].
optional double star_rating = 8;
// The URL that the browser/SDK will load when the user clicks the ad.
// This can be the landing page directly, or the first step of a redirect
// chain that eventually leads to it. For backward compatibility, if this
// is not set, the first Ad.click_through_url is used.
optional string click_link_url = 14;
// This field is deprecated in favor of the repeated click_tracking_urls
// field at the BidResponse.Ad level. It will be removed at the end of
// Q2 2022.
// The URL to use for click tracking. The SDK pings click tracking url on
// a background thread. When resolving the url, HTTP 30x redirects are
// followed. The SDK ignores the contents of the response; this URL
// has no effect on the landing page for the user.
optional string DEPRECATED_click_tracking_url = 11 [deprecated = true];
// This field is deprecated in favor of the click_tracking_urls
// field at the BidResponse.Ad level. It will be removed at the end of
// Q2 2022.
// The URLs to use for click tracking. This will be used throughout the
// serving stack and will incorporate any URL in click_tracking_url.
repeated string DEPRECATED_click_tracking_urls = 15 [deprecated = true];
// The price of the promoted app including the currency info.
optional string price = 10;
}
optional NativeAd native_ad = 18;
// The set of destination URLs for the snippet. This includes the URLs that
// the user will go to if they click on the displayed ad, and any URLs that
// are visible in the rendered ad. Do not include intermediate calls to the
// adserver that are unrelated to the inal landing page. A BidResponse that
// returns a snippet or video ad but declares no click_through_url will be
// discarded. Only set this field if html_snippet or video_url or native_ad
// are set. This data is used as a destination URL declaration, for example
// for post-filtering of publisher-blocked URLs or ad categorization.
//
// For non-native ads, it is not used for click tracking or any
// other ad functionality; it is only used as a destination URL
// declaration.
//
// For native ads, if NativeAd.click_link_url is not set, the first
// value of click_through_url is used to direct the user to the landing
// page. In addition, all values are used as destination
// URL declarations (similar to the non-native case).
repeated string click_through_url = 4;
// All vendor types for the ads that may be shown from this snippet. You
// should only declare vendor ids listed in the vendors.txt file in the
// technical documentation. We will check to ensure that the vendors you
// declare are in the allowed_vendor_type list sent in the BidRequest for
// AdX publishers.
repeated int32 vendor_type = 5;
// All attributes for the ads that may be shown from this snippet. See
// buyer-declarable-creative-attributes.txt in the technical documentation
// for a list of ids. We will check to ensure none of these attributes are
// in the excluded_attribute list in the BidRequest.
repeated int32 attribute = 6;
// All sensitive categories for the ads that may be shown from this snippet.
// See ad-sensitive-categories.txt in the technical documentation for a list
// of ids. We will check to ensure none of these categories were in the
// excluded_sensitive_category list in the BidRequest.
repeated int32 category = 7;
// All restricted categories for the ads that may be shown from this
// snippet. See ad-restricted-categories.txt in the technical documentation
// for a list of ids. We will check to ensure these categories were listed
// in the allowed_restricted_category list in the BidRequest. If you are
// bidding with ads in restricted categories you MUST ALWAYS declare them
// here.
repeated int32 restricted_category = 17;
// All names of the ad's advertisers.
repeated string advertiser_name = 11;
// The width and the height in pixels of the ad. Setting these is optional.
// However, these must be set if the bid BidRequest.AdSlot has more than one
// width and height or if BidRequest.Mobile.is_interstitial_request is true.
optional int32 width = 14;
optional int32 height = 15;
message AdSlot {
// The slot id from the BidRequest that the ad may appear in.
required int32 id = 1;
// The maximum CPM you want to be charged if you win the auction for this
// ad slot, expressed in micros of the specified currency or default
// bidding currency. For example, to bid a CPM of 1.29 USD, set
// max_cpm_micros = 1290000. Winning bids are rounded up to billable
// units. For example, in USD, bids are rounded up to the next multiple
// of 10,000 micros (one cent).
required int64 max_cpm_micros = 2;
// The minimum CPM you want to be charged if you win the auction for this
// ad slot, expressed in micros of the specified currency or default
// bidding currency. This may represent a second price if you choose
// max_cpm_micros as the highest of several bids, or some form of reserve
// price if you want to override the reserve price set by the publisher.
// The bid must be less than or equal to max_cpm_micros or it will be
// ignored. This field is optional and does not need to be set. This
// field is not applicable when responding to bid requests with
// auction_type set to FIRST_PRICE.
optional int64 min_cpm_micros = 3;
// The currency used by max_cpm_micros and min_cpm_micros, using ISO-4217
// alpha codes. If this field is populated, the specified currency will
// be used to interpret the bid. Otherwise, the default bidding currency
// will be used, which is determined in the following priority:
// 1. The bidder-level currency, if configured in RTB account settings.
// 2. The buyer-level currency. The buyer will be determined by the
// billing ID specified in the billing_id field of the bid response if it
// is populated, otherwise it will be based on the sole billing ID sent
// in the bid request.
//
// The currency of a buyer account is set on account creation and can be
// checked by contacting a Technical Account Manager.
optional string currency = 15;
// Billing id to attribute this impression to. The value must be in the
// set of billing ids for this slot that were sent in the
// BidRequest.AdSlot.matching_ad_data.billing_id. This must always be set
// if the BidRequest has more than one
// BidRequest.AdSlot.matching_ad_data.billing_id or if the bidder has
// active child seats.
optional int64 billing_id = 4;
// The deal id that you want this bid to participate in. Leave unset
// or set it to "1" if a deal is available but you want to
// ignore the deal and participate in the open auction.
optional int64 deal_id = 5 [default = 0];
// For exchange bidders (third party exchanges doing real-time bidding on
// DFP), the deal id from the exchange's namespace that is associated with
// this bid and reported to publishers. Leave unset if there is no
// associated deal. This is arbitrary UTF8 text and must be at most 64
// bytes.
optional string exchange_deal_id = 6;
// When exchange_deal_id is set, the type of deal. This is reported to
// publishers and affects how the deal is treated in the auction.
enum ExchangeDealType {
OPEN_AUCTION = 0;
PRIVATE_AUCTION = 1;
PREFERRED_DEAL = 2;
EXCHANGE_AUCTION_PACKAGE = 3;
}
optional ExchangeDealType exchange_deal_type = 7 [default = OPEN_AUCTION];
// The seat ID in the bidder's namespace representing the seat on whose
// behalf this bid was made.
optional string seat_id = 25;
// Buyer declared ID which will be used to break down spend and invalid
// traffic metrics in IVT transparency reporting in Query Tool. Note that
// IDs with fewer than 1000 impressions will not be used to break down
// metrics. IDs longer than 64 bytes will be ignored.
optional string buyer_reporting_id = 8;
// Token used to identify end third party buyer information if an
// exchange as an open bidder is an intermediary. This is obtained from
// the third party buyer and must be passed to Google unaltered in the bid
// response.
optional string third_party_buyer_token = 12;
// Experimental feature; may be subject to change. See
// https://support.google.com/authorizedbuyers/answer/10890762 for more
// information.
//
// Specifies frequency capping to be applied to the bid. Impressions for
// each user are capped at the level specified by frequency_cap_id. A bid
// will not participate in the auction if an additional impression for the
// user would violate any of the specified caps. Multiple frequency caps
// can be specified for the same frequency_cap_id.
//
// A bid is filtered before the auction if the frequency cap is malformed.
// Instances where the cap is malformed include:
// - frequency_cap_id is empty or is very long
// - max_mpressions or time_range are non-positive
// - there are a large number of frequency caps for a single bid
// - time_unit is not specified
//
// Note that if a subsequent bid with the same frequency_cap_id uses a
// different duration (represented by time_unit and time_range) then
// impressions counted against the old frequency cap will not count
// against the new one, and the impressions counted against the new
// frequency cap with a different time_unit and time_range will not count
// against the old frequency cap..
message FrequencyCap {
// An ID that can represent a bidder's use-case for frequency capping.
// For example, it could represent their campaign, ad, line item, or
// some other entity. It should not contain any user-specific
// information or identifiers and should not be longer than 64
// characters.
optional string frequency_cap_id = 1;
// The time units for which frequency caps can be enforced.
enum TimeUnit {
UNKNOWN_TIME_UNIT = 0;
MINUTE = 1;
DAY = 2;
WEEK = 3;
MONTH = 4;
// When INDEFINITE is used, time_range will be ignored. INDEFINITE
// means the frequency cap will be applied for a long period of time,
// (longer than a month) but not necessarily forever.
INDEFINITE = 5;
}
// The unit of time used to specify the time window for which a
// frequency cap applies.
optional TimeUnit time_unit = 2;
// The length of the time window, in units specified by time_unit, for
// which the frequency cap applies. For instance, if time_unit=WEEK and
// time_range=3, then capping is applied for a three week period. If the
// time_unit=INDEFINITE, this will be ignored.
optional int32 time_range = 3 [default = 1];
// The maximum number of impressions allowed to be shown to a user for
// the provided frequency_cap_id within the time window described by
// time_unit and time_range.
optional int32 max_impressions = 4;
}
repeated FrequencyCap frequency_cap = 16;
// Position within the pod.
enum PodPosition {
// Any position in the pod.
POD_POSITION_ANY = 0;
// Last position in the pod.
POD_POSITION_LAST = 1;
// First position in the pod.
POD_POSITION_FIRST = 2;
// First or last position in the pod.
POD_POSITION_FIRST_OR_LAST = 3;
}
// Indicates that the bid is only eligible
// for a specific position within the pod.
optional PodPosition position_in_pod = 22;
// All bids with the same bid_group_id will be won or lost as a group.
// Bids must have a non-empty bid_group_id to allow an ad to be played
// as part of a pod.
// This field is currently only supported for rewarded video pods
// requests. If an ad is submitted on multiple positional bids
// represented by AdSlot messages, each bid (AdSlot message)
// must have a different bid_group_id.
// For example, if a bidder wants to bid ad_1 for first position
// and last position in the pod and ad_2 for any position and
// want to ensure either both win at the same time or neither of those
// wins, bidder needs to submit:
// ad {
// buyer_creative_id: "ad_1",
// adslot {
// position_in_pod: POD_POSITION_FIRST,
// bid_group_id: "group1"
// },
// adslot {
// position_in_pod: POD_POSITION_LAST,
// bid_group_id: "group2"
// }
// },
// ad {
// buyer_creative_id: "ad_2",
// adslot {
// position_in_pod: POD_POSITION_ANY,
// bid_group_id: "group1"
// },
// adslot {
// position_in_pod: POD_POSITION_ANY,
// bid_group_id: "group2"
// }
// }
optional string bid_group_id = 23;
}
repeated AdSlot adslot = 3;
// The URLs to call when the impression is rendered. This is supported for
// all inventory types and all formats.
repeated string impression_tracking_url = 19;
// The URLs to call when the user clicks on the ad. Currently supported only
// for native ads and Programmatic Guaranteed deals with publisher-
// managed creatives. In the publisher managed case, these click trackers
// will be sent to the bidder server to server. In all other cases, these
// will be sent from the user's device. For more information on
// publisher-managed creatives, see
// https://support.google.com/admanager/answer/9243220.
repeated string click_tracking_urls = 30;
// Link to ad preferences page. This is only supported for native ads.
// If present, a standard AdChoices icon is added to the native creative and
// linked to this URL.
optional string ad_choices_destination_url = 21;
message ImpressionTrackingResource {
// The URL of a Javascript resource. The URLs should not contain script
// tags. For example: "https://mycdn.com/tracker.js".
optional string script_url = 1;
// Additional context provided for rendering.
enum Context {
UNKNOWN_CONTEXT = 0;
// Currently not supported.
OMID = 1;
}
repeated Context context = 2;
// Parameters associated with the resource that will be passed to the
// resource when it is loaded. The format of the parameters is dependent
// on the script vendor.
optional string verification_parameters = 3;
// Used to uniquely identify the verification script provider.
optional string vendor_key = 4;
}
// Resources to invoke when the impression is rendered. This is supported
// for native and banner formats only and explicitly allowed scripts
// only.
repeated ImpressionTrackingResource impression_tracking_resource = 26;
// An ad that will be rendered by an SDK known to the buyer. This can only
// be used when the BidRequest included a mobile.installed_sdk submessage.
message SdkRenderedAd {
// The identifier for the SDK that will render the ad. Must match a
// mobile.installed_sdk.id sent in the corresponding bid request.
optional string id = 1;
// Data to pass to the SDK in order to render the ad. This data is opaque
// to the publisher and to Google.
optional string rendering_data = 2;
// Declared ad assets to support creative scanning, classification, and
// enforcement of ad policy and publisher blocks for ads rendered with a
// custom SDK.
message DeclaredAd {
// Ad content used by SDK to render an ad.
oneof content {
// The HTML snippet representative of the SDK-rendered ad.
string html_snippet = 1;
// The URL to the VAST asset used in the SDK-rendered ad.
string video_url = 2;
// The VAST document used to render custom SDK-rendered ad. This
// document should conform to the VAST 2.0 or 3.0 standard.
string video_vast_xml = 5;
// The content of a native ad. Native ads consist of multiple building
// blocks (such as image and text), which are rendered by the buyer
// SDK.
NativeAd native_ad = 6;
}
// The final landing pages of the SDK-rendered ad.
repeated string click_through_url = 4;
}
optional DeclaredAd declared_ad = 6;
}
optional SdkRenderedAd sdk_rendered_ad = 27;
// Advertiser's SKAdNetwork information to support app installation
// attribution for iOS 14 and later. Apple's SKAdNetwork API helps
// advertisers measure ad-driven app installation by sending a postback
// to the ad network after a successful install. Ad networks will need
// to send their network ID and signed advertiser information to allow
// an install to be attributed to the ad impression.
// For more info visit:
// https://developer.apple.com/documentation/storekit/skadnetwork
message SKAdNetworkResponse {
// Version of SKAdNetwork supported by the advertiser. Also used to
// specify how the signature was generated by the advertiser. This
// should match the version from BidRequest.mobile.skad.version.
optional string version = 1;
// Ad network identifier used in signature. This should match one of the
// items in BidRequest.mobile.skad.skadnetids.
optional string network = 2;
// Campaign ID compatible with Apple's spec. Used in SKAdNetwork 3.0 and
// below. Replaced by Source Identifier (`source_identifier` field) in
// SKAdNetwork 4.0 and above.
optional int64 campaign = 3;
// A four-digit integer that ad networks define to represent the ad
// campaign. Used in SKAdNetwork 4.0+ and replaces the `campaign` field.
optional int64 source_identifier = 11;
// ID of advertiser's app in Apple's app store.
optional string itunesitem = 4;
// ID of custom product page to display (for iOS 15 or later).
// If not specified, default product page will be displayed.
// See https://developer.apple.com/app-store/custom-product-pages/
// for more details about custom product pages.
optional string product_page_id = 12;
// SKAdNetwork API starting from version 2.2 supports multiple ad
// presentation options specified by the `fidelity-type` parameter of the
// SKAdNetwork signature. This holds parameters used to generate the
// signature that would be different for each fidelity type supported.
// For more info visit:
// https://developer.apple.com/documentation/storekit/skadnetwork/signing_and_providing_ads
message Fidelity {
// The fidelity type of the attribution to track.
optional SKAdNetworkFidelityType fidelity_type = 1 [default =
STOREKIT_RENDERED_ADS];
// A unique all-lowercase UUID generated by the advertiser to use for
// generating the signature.
optional string nonce = 2;
// Unix time in millis used at the time of signature generation.
optional int64 timestamp = 3;
// SKAdNetwork signature as specified by Apple.
optional string signature = 4;
}
repeated Fidelity fidelities = 9;
// A unique all-lowercase UUID generated by the advertiser to use for
// generating the signature.
// Note: This field will be deprecated in favor of the
// BidResponse.ad.skadn.fidelities.nonce field to support multiple
// fidelity types.
optional string nonce = 5;
// ID of publisher's app in Apple's app store. This should match the ID
// from BidRequest.mobile.skad.sourceapp.
optional string sourceapp = 6;
// Unix time in millis used at the time of signature generation.
// Note: This field will be deprecated in favor of the
// BidResponse.ad.skadn.fidelities.timestamp field to support multiple
// fidelity types.
optional int64 timestamp = 7;
// SKAdNetwork signature as specified by Apple.
// Note: This field will be deprecated in favor of the
// BidResponse.ad.skadn.fidelities.signature field to support multiple
// fidelity types.
optional string signature = 8;
// These options indicate how to present SKOverlay recommending the
// advertised app.
// Supported by iOS 14 and later.
//
// For more info visit:
// https://developer.apple.com/documentation/storekit/skoverlay
message SKOverlay {
// Delay in seconds after the ad begins before presenting the overlay.
// If this field is set to 0, the overlay will be shown immediately
// after the ad begins. If this field is unset, the overlay will not
// be shown for the ad.
optional int32 delay_seconds = 1;
// Delay in seconds after the endcard shows before presenting the
// overlay. (This field only applies to rewarded or interstitial video
// creatives.) If this field is set to 0, the overlay will be shown
// immediately after the endcard shows. If this field is unset,
// the overlay will not be shown for the endcard.
// If both `delay_seconds` and `endcard_delay_seconds` are set,
// the overlay will be automatically dismissed when the ad ends,
// and shown again after the endcard shows.
optional int32 endcard_delay_seconds = 2;
// Whether this overlay can be dismissed by the user.
optional bool dismissible = 3 [default = true];
}
optional SKOverlay skoverlay = 13;
// Google Mobile Ads SDK options for SKAdNetwork handling.
message SKAdNetworkOptions {
// By default, SKAdNetwork attribution will only be initiated if the
// click-through URL lands on the app store, either as a direct link to
// the app store or as the final destination of a server-side redirect
// chain. Enables GMA SDK to always initiate SKAdNetwork
// attribution on-click regardless of the detected click's final
// destination URL. Note that enabling this will launch the app store
// even for clicks that are not meant to open the app store, for example
// clicks on Ad Choices icon. For more info, see:
// https://developers.google.com/authorized-buyers/rtb/skadnetwork
optional bool always_open_appstore = 1 [default = false];
}
optional SKAdNetworkOptions skadn_options = 10;
}
optional SKAdNetworkResponse skadn = 29;
// ID of the advertised app (only for app promotion).
// On Android, this should be a bundle or package name such as
// com.foo.mygame. On iOS, it is a numeric ID.
//
// In addition to this field, set the app_promotion_type field below to take
// advantage of features specific to app promotion types.
optional string advertised_app_id = 32;
// Possible types of app promotion.
enum AppPromotionType {
UNKNOWN_APP_PROMOTION_TYPE = 0;
// For encouraging new users to download and install the advertised app.
// Clicking this ad will show the app store listing as an overlay (for
// supported formats), without leaving the publisher app.
// Click through URL for this ad points to the app store listing.
INSTALLS = 1;
// Other types of app promotion that do not fall into the categories
// above. No features specific to app promotion types will apply.
OTHER = 3;
}
// Type of the app promotion corresponding to the advertised app specified
// in the advertised_app_id field above.
// If the advertised app is not specified, this field will be ignored.
//
// Setting advertised_app_id field without this field will be treated as if
// this field were set to OTHER.
optional AppPromotionType app_promotion_type = 33;
// DSA Ad Transparency declarations. See
// https://support.google.com/admanager/answer/14335032.
message DsaTransparency {
// Free text string describing the name of the advertiser on whose behalf
// the ad is shown. Bids will not be accepted if this value is longer
// than 100 characters.
optional string displayed_on_behalf = 1;
// Free text string describing the advertiser who paid for the ad. Must
// always be included even if it's the same as what is listed in the
// displayed_on_behalf attribute. Bids will not be accepted if this value
// is longer than 100 characters.
optional string paying_entity = 2;
// Indicates that the buyer will render their own DSA transparency
// information inside the creative.
optional bool buyer_render = 3;
}
// DSA Ad Transparency information provided by the buyer.
optional DsaTransparency dsa_transparency = 39;
}
repeated Ad ad = 2;
// If is_test was set in the BidRequest, then you may return debug information
// as plain text in this field. Don't set this field under normal
// conditions, or set it to values longer than 100 characters. You should only
// use this field when asked to do so as part of troubleshooting particular
// problems.
optional string debug_string = 5;
// Set this to the processing time in milliseconds from when you
// received the request to when you returned the response.
optional int32 processing_time_ms = 4;
// An optional, bidder-specified reason for not submitting a bid. This field
// is equivalent to BidResponse.nbr in the OpenRTB protocol and uses the same
// namespace of no-bid reason codes. See
// https://developers.google.com/authorized-buyers/rtb/downloads/no-bid-reasons.txt
// for the full set of no-bid reason codes.
optional int32 no_bid_reason = 6;
}
// SKAdNetwork API starting from version 2.2 supports multiple ad
// presentation options specified by the `fidelity-type` parameter of the
// SKAdNetwork signature. The following are the fidelity types supported by
// Apple. For more info visit:
// https://developer.apple.com/documentation/storekit/skadnetwork/signing_and_providing_ads
enum SKAdNetworkFidelityType {
// Attribution for app installs within 24 hours of viewing an ad for at least
// 3 seconds. Supported for SKAdnetwork version 2.2 and up. For more info see:
// https://developer.apple.com/documentation/storekit/skadnetwork/generating_the_signature_to_validate_view-through_ads
VIEW_THROUGH_ADS = 0;
// Attribution for app installs initiated from the StoreKit-rendered App Store
// product page driven by ad clicks. Supported for all SKAdNetwork versions.
// For more info see:
// https://developer.apple.com/documentation/storekit/skadnetwork/generating_the_signature_to_validate_storekit-rendered_ads
STOREKIT_RENDERED_ADS = 1;
}
Dans ce message, le premier champ à vérifier est bid_response_feedback.creative_status_code. Vous trouverez la signification du code dans
creative-status-codes.txt. Notez que si vous remportez l'enchère, vous pouvez désactiver les commentaires sur les prix. Pour en savoir plus, consultez Désactiver cette fonctionnalité.
Les commentaires en temps réel incluent l'ID de la demande d'enchère et l'un des éléments suivants:
| Résultat des enchères | Commentaires en temps réel |
|---|---|
| L'acheteur n'a pas soumis d'enchère. | Rien. |
| L'acheteur a soumis une enchère qui a été filtrée avant de participer à la mise aux enchères. | Le code d'état de la création (creative-status-codes.txt) |
| L'acheteur a défini une enchère, mais l'a perdu. | Le code d'état de la création 79 (enchère supérieure lors de la mise aux enchères). |
| L'acheteur a proposé une enchère qui a remporté la mise aux enchères. | Le prix d'ajustement et le code d'état de la création : 1.
Pour une impression d'application et un code d'état de création |
Échantillon
Voici un exemple de commentaires en temps réel dans les protocoles compatibles:
JSON OpenRTB
Protobuf OpenRTB
Créer un modèle d'enchères pour les enchères au premier prix
Après avoir placé une enchère au premier prix, vous recevrez des commentaires en temps réel, y compris les champs minimum_bid_to_win et sampled_mediation_cpm_ahead_of_auction_winner, si l'enchère n'a pas été exclue de la mise aux enchères. Ces signaux peuvent servir à renseigner votre logique d'enchères sur l'augmentation ou la diminution de votre enchère pour remporter l'impression.
minimum_bid_to_win: enchère minimale qui aurait pu être définie pour remporter la mise aux enchères en temps réel. Si vous remportez l'enchère, il s'agira de l'enchère la plus basse que vous auriez pu placer tout en l'emporte. Si vous avez perdu l'enchère, il s'agit de l'enchère gagnante.sampled_mediation_cpm_ahead_of_auction_winner: si d'autres réseaux se trouvent dans la chaîne de médiation, la valeur de ce champ est un prix représentant un exemple d'enchère provenant de l'un des réseaux de médiation éligibles, plus élevé que l'enchère gagnante, pondéré par le taux de remplissage attendu. Cette valeur est définie sur 0 si aucun des réseaux de la chaîne de médiation ne doit se remplir, ou si l'éditeur n'utilise pas la médiation SDK.
Comment ça marche ?
Afin de décrire les calculs utilisés pour déterminer les valeurs possibles pour minimum_bid_to_win et sampled_mediation_cpm_ahead_of_auction_winner, nous devons d'abord définir les éléments suivants:
- Voici les CPM dans la chaîne de médiation par ordre décroissant:
\[C_1, C_2, …, C_n\]
- Voici les taux de remplissage correspondants pour les CPM dans la chaîne de médiation:
\[f_1, f_2, …, f_n\]
- La fonction suivante permet de déterminer le CPM attendu et sa probabilité à partir de l'élément de la chaîne de médiation \(i\), en fonction du taux de remplissage donné:
\(X_i = \{C_i\) avec probabilité \(f_i\); \(0\) avec probabilité \(1 - f_i\}\)
- La chaîne de médiation gagnante finale sera:
\[\{C_1, C_2, …, C_K, W\}\]où \(W\) est l'enchère gagnante \(C_K > W >= C_{K+1}\)
- Le prix de réserve, ou prix plancher, est exprimé sous la forme \(F\).
- L'enchère de deuxième place est \(R\).
Calculs pour l'enchère gagnante
| Champ | Calcul |
|---|---|
minimum_bid_to_win |
\(max\{F, R, X_{K+1}, …, X_n\}\) |
sampled_mediation_cpm_ahead_ |
\(\{C_i\) avec probabilité \(\prod_{j=1}^{i-1}(1-f_j) \cdot f_i \div \prod_{j=1}^{K}(1-f_j)\}\)
Pour \(1 <= i <= K\). |
Calculs pour les perdants des enchères
| Champ | Calcul |
|---|---|
minimum_bid_to_win |
\(max\{F, W\}\) |
sampled_mediation_cpm_ahead_ |
\(max\{X_1, …, X_K\}\) |
Exemple avec une chaîne de médiation simple
Supposons qu'un éditeur utilise à la fois les enchères en temps réel et une chaîne de médiation SDK comme suit:
| Chaîne de médiation SDK | CPM attendu | Taux de remplissage |
|---|---|---|
| Réseau 1 | \(C_1 = $3.00\) | \(f_1 = 5\%\) |
| Réseau 2 | \(C_2 = $2.00\) | \(f_2 = 45\%\) |
| Réseau 3 | \(C_3 = $0.50\) | \(f_3 = 80\%\) |
| Réseau 4 | \(C_4 = $0.10\) | \(f_4 = 85\%\) |
Supposons ce qui suit suite à l'enchère RTB:
| Enchères RTB | CPM |
|---|---|
| Vainqueur des enchères (W) | 1,00 $ |
| Partenaire des enchères (R) | 0,05 $ |
| Prix de réserve / Floor (F) | 0 $ |
Enchère ayant remporté la mise aux enchères
L'exemple suivant montre comment les valeurs et les probabilités de minimum_bid_to_win et sampled_mediation_cpm_ahead_of_auction_winner sont calculées pour une enchère qui a remporté la victoire.
minimum_bid_to_win |
Probabilité |
|---|---|
| \(max(F, R, C_3) = $0.50\) | \(f_3 = 80\%\) |
| \(max(F, R, C_4) = $0.10\) | \((1-f_3) \cdot f_4 = 17\%\) |
| \(max(F, R, 0) = $0.05\) | \((1-f_3) \cdot (1-f_4) = 3\%\) |
sampled_mediation_cpm_ |
Probabilité |
|---|---|
| \(C_1 = $3.00\) | \(f_1 \div (1-(1-f_1) \cdot (1-f_2)) =~ 10.5\%\) |
| \(C_2 = $2.00\) | \(((1-f_1) \cdot f_2) \div (1-(1-f_1) \cdot (1-f_2)) =~ 89.5\%\) |
Enchères ayant perdu la mise aux enchères
L'exemple suivant montre comment les valeurs et les probabilités de minimum_bid_to_win et sampled_mediation_cpm_ahead_of_auction_winner sont calculées pour une enchère perdue.
minimum_bid_to_win |
Probabilité |
|---|---|
| \(max(F, W) = $1.00\) | \(100\%\) |
sampled_mediation_cpm_ |
Probabilité |
|---|---|
| \(C_1 = $3.00\) | \(f_1 = 5\%\) |
| \(C_2 = $2.00\) | \((1-f_1) \cdot f_2 =~ 42.8\%\) |
| \(0\) | \((1-f_1) \cdot (1-f_2) =~ 52.2\%\) |
Dégroupement des enchères
Le dégroupement des enchères décrit le traitement d'un seul élément BidRequest complexe en plusieurs demandes d'enchères envoyées à votre application. Étant donné qu'ils conservent des ID identiques (BidRequest.google_query_id dans le protocole RTB Authorized Buyers ou BidRequestExt.google_query_id dans le protocole OpenRTB), vous pouvez déterminer quelles demandes d'enchères sont corrélées après l'aplatissement.
Formats d'annonces
Certaines opportunités d'annonces peuvent accepter plusieurs formats. Avec le dégroupement des enchères, chaque format est envoyé dans une demande d'enchère distincte dans laquelle les attributs tels que les numéros de compte de facturation éligibles sont pertinents pour le format spécifié dans la demande.
Les demandes d'enchères contenant les formats suivants seront décomposées en demandes d'enchères distinctes:
- Bannière
- Vidéo
- Audio
- Natif
Exemple d'aplatissement du format d'annonce
Vous trouverez ci-dessous un exemple illustrant une demande d'enchère JSON OpenRTB simplifiée sans aplatissement des formats d'annonce, par rapport à un ensemble équivalent de demandes dégroupées:
Pré-aplati
Post-aplati
Offres
Une opportunité d'annonce pour un enchérisseur peut être applicable à différents types d'accords, en plus de l'enchère ouverte. Avec le dégroupement des enchères pour les accords, une demande d'enchère est envoyée pour les enchères ouvertes et une pour chaque type d'accord à prix fixe. En pratique, les contraintes liées aux annonces peuvent différer entre les enchères et les types d'accords à prix fixe. Par exemple, pour une opportunité d'annonce vidéo disponible à la fois pour les enchères ouvertes et pour un accord à prix fixe, un enchérisseur reçoit des demandes d'enchères distinctes pour chaque type d'accord, lorsque des contraintes telles que la durée maximale de l'annonce et si les annonces désactivables sont autorisées ou non. Par conséquent, l'aplatissement appliqué à l'opportunité d'annonce vous permet de distinguer plus facilement les contraintes liées aux annonces pour l'enchère ouverte et l'offre à prix fixe.
Durée maximale des vidéos désactivables
Le protocole de Google et la mise en œuvre OpenRTB acceptent les champs suivants pour la durée et la désactivation des vidéos:
| Durée | Durée désactivable | Possibilité de désactivation | |
|---|---|---|---|
| Protocole Google | max_ad_duration |
skippable_max_ad_duration |
video_ad_skippable |
| OpenRTB | maxduration |
N/A | skip |
Cela signifie que bien que le protocole Google puisse avoir une durée précise (désactivable ou non désactivable), l'implémentation OpenRTB ne comporte qu'une seule valeur de durée maximale.
Avant le dégroupement des enchères, la valeur maxduration d'OpenRTB était définie sur la valeur la plus basse des champs max_ad_duration et skippable_max_ad_duration du protocole Google. Ce comportement a été modifié pour envoyer deux demandes d'enchères distinctes lorsque ces valeurs diffèrent: l'une représentant la valeur maxduration pour les annonces désactivables et l'autre pour les opportunités non désactivables.
Les exemples suivants montrent comment une requête de protocole Google est convertie en OpenRTB avant et après le dégroupement des enchères. La requête de protocole Google équivalente a un max_ad_duration de 15 et un skippable_max_ad_duration de 60.
| Exemple | max_ad_duration |
skip (vrai OU faux) |
|---|---|---|
| Demande initiale sans aplatissement | 15 |
true |
| Demande dégroupée n° 1: non désactivable | 15 |
false |
| Demande dégroupée n° 2: désactivable | 60 |
true |
Le dégroupement des demandes d'enchères pour la durée de la vidéo désactivable n'a lieu que lorsque les conditions suivantes sont remplies:
- La demande autorise l'utilisation d'une vidéo.
- Les vidéos peuvent être ignorées ou ne peuvent pas être ignorées, et les deux durées maximales respectives diffèrent en termes de valeur.
- Cette demande est éligible aux enchères privées ou ouvertes.
- Le compte du système d'enchères dispose de points de terminaison OpenRTB actifs.
Vous pouvez désactiver ce type de dégroupement en contactant votre responsable de compte technique.
Séries d'annonces vidéo
Les demandes d'enchères pour une série d'annonces vidéo avec plusieurs opportunités d'annonces sont dégroupées, de sorte que chaque demande d'enchère concerne une opportunité d'annonce spécifique de cette série. Vous pouvez ainsi définir des enchères pour plusieurs opportunités d'annonces au sein d'une série d'annonces donnée.
Open Measurement
Open Measurement vous permet de spécifier des fournisseurs tiers qui fournissent des services de mesure et de validation indépendants pour les annonces diffusées dans les environnements d'applications mobiles.Vous pouvez déterminer si un éditeur accepte Open Measurement dans la demande d'enchère en vérifiant si l'opportunité d'annonce exclut l'attribut OmsdkType:
OMSDK 1.0 indiqué dans la section Attributs de création pouvant être exclus par l'éditeur. Pour le protocole Authorized Buyers, elle se trouve sous BidRequest.adslot[].excluded_attribute. Pour le protocole OpenRTB, vous le trouverez sous l'attribut battr pour Banner ou Video, selon le format.
Pour en savoir plus sur l'interprétation des demandes d'enchères contenant des signaux Open Measurement, consultez l'article du centre d'aide sur le SDK Open Measurement.
Exemples de demandes d'enchères
Les sections suivantes présentent des exemples de demandes d'enchères pour différents types d'annonces.