Loss Reason
Description
ORTB v2.5 Loss Code
Invalid bid response
Bid is invalid (but on-time, not a no-bid, and valid enough that you can extract the nurl)
Bid timeout *
Bid response received, but too late for auction cutoff
No bid *
No-bids are indicated as HTTP 204 (i.e. no nurl to call), but you may interpret our response as a no-bid (likely an integration issue). You may also request bids for several impressions, and we bid on some but not all. No need to send loss notification for this reason. No bid should be used as loss reason with timeout construction of lurl in cases where lurl is not available or unusable.
Bid was Below Auction Floor
Bidding price was below current auction floor. ${AUCTION_PRICE} will be auction floor price or clearing price.
Not highest RTB bidder
Another bidder beat us, including synthetic bids (e.g. non-RTB exchanges), if they are entered into the same auction.
Lost to a Bid for a PMP Deal
A PMP (tag or traditional waterfall) deal was picked over the bidders in the auction.
Inventory didn’t materialise
Our bid won the auction, but the impression didn’t materialize (e.g. page wasn’t long enough to include this slot, or the user exited the app before the cached ad was used.) Not all partners can provide this (it’s a non-event), so we will infer it if not provided.
Sent to ad server
Send this if the last touchpoint you have with the decision process is sending our high bid to the ad server. The impression may still be lost through missing line items, the ad server overruling the auction, or the inventory not materializing.
RTB winner not picked by ad server
We won the RTB auction, but the ad server overruled the auction (e.g. direct).
We won the full decision tree, and tag was placed on page (web) or ad object was cached (app). Viewable impression may still not result.
