Connect bidder to Equativ SSP: get loss notifications
About loss notifications
Demand partners integrated with Equativ can get notified about the reason that led to their bids losing auctions. With these loss notifications, partners gain insights into the factors impacting their ad delivery, such as bidfloor, targeting parameters or technical glitches. With this information, they can refine their targeting strategies, adjust bid prices, or make necessary adjustments to increase the chances of successful ad placements.
Loss notifications are available upon request only – reach out to your contact in Equativ’s demand operations team to have them enabled.
Integration
To get loss notifications, demand partners must include an optional lurl (loss URL) attribute in their response's bid object. Equativ then populates the loss reason code within the bid response.
| Attribute | Type | Example | Description |
|---|---|---|---|
| lurl | string | "lurl": "http://example.com/?bid=123456&loss=${AUCTION_LOSS}" |
The loss notice URL Equativ calls when a bid loses in an auction. |
Equativ will return the loss reason code (see table in section “Loss Reason Codes” below) within the ${AUCTION_LOSS} macro.
In addition to the ${AUCTION_LOSS} macro, Equativ supports all substitution macros in loss notification URLs specified in Open RTB 2.5 (section 4.4: “Substitution Macros”):
| Macro | Description |
|---|---|
| ${AUCTION_AD_ID} | ID of the ad markup the bidder wishes to serve; from bid.adid attribute |
| ${AUCTION_BID_ID} | ID of the bid; from BidResponse.bidid attribute |
| ${AUCTION_CURRENCY} | The currency used in the bid (explicit or implied); for confirmation only |
| ${AUCTION_ID} | ID of the bid request; from BidRequest.id attribute |
| ${AUCTION_IMP_ID} | ID of the impression just won; from imp.id attribute |
| ${AUCTION_MBR} | Market Bid Ratio defined as: clearance price / bid price |
| ${AUCTION_PRICE} | Clearing price using the same currency and units as the bid |
| ${AUCTION_SEAT_ID} | ID of the bidder seat for whom the bid was made |
Loss reason codes
The table below contains the loss reason codes Equativ is able to provide.
Note that any codes below 1001 represent custom loss reasons not specified in the OpenRTB 2.5 specification.
| IAB Loss reason code | IAB Loss reason definition | Description/interpretation for partners |
|---|---|---|
| 3 | Invalid Bid Response | The impression Id in the bid was wrong or was missing. |
| 6 | Invalid Advertiser Domain | The advertiser domain (adomain attribute) in the bid response was null, missing or in an invalid format (malformed). |
| 7 | Missing Markup | The ad markup was missing or is malformed. |
| 100 | Bid was Below Auction Floor | The bid price was below the bid floor sent in the request. |
| 101 | Bid was Below Deal Floor | The bid price was below the deal bid floor sent in the request. |
| 102 | Lost to Higher Bid | The bid lost the auction because there was a bid with a higher price. |
| 103 | Lost to a Bid for a PMP Deal | The auction was lost because it was private and the partner sent an open auction bid response. |
| 104 | Buyer Seat Blocked | The buyer is considered sensitive by Equativ and was therefore blocked. |
| 202 | Creative Filtered - Disapproved by Exchange | The creative was rejected based on Equativ’s quality mechanisms. |
| 209 | Creative Filtered - Category Exclusions | The creative is considered sensitive by Equativ and the creative was therefore blocked. |
| 209 | Creative Filtered - Category Exclusions | The advertiser category is considered sensitive by Equativ and the creative was therefore blocked. |
| 1001 | Invalid Currency | The currency of the bid response was incorrect. |
| 1002 | Invalid Native Ad | The bid response for a native ad was invalid. |
| 1003 | SKAdNetworkInvalidResponse | The bid response was rejected because the bid indicated that SKAdNetwork capabilities are required (BidResponse.seatbid.bid.ext.skadn was non-null) but the bid’s SKAdNetwork ID was not in the plist allowed by the inventory and sent via BidRequest.imp.ext.skadn. BidRequest.imp.ext.skadn is only sent when the inventory supports SKAdNetwork capabilities. |
| 1004 | SKAdNetworkEmptyResponse | The bid response was rejected because the bid indicated that SKAdNetwork capabilities are required (BidResponse.seatbid.bid.ext.skadn was non-null), but the bid’s BidResponse.seatbid.bid.ext.skadn.network was empty or null. BidRequest.imp.ext.skadn is only sent when the inventory supports SKAdNetwork capabilities. |
| 1005 | CreativeBlockedByErrorRate | The bid response was blocked due to a large number of creative errors that occurred in the past during rendering of this creative. |
| 1006 | Blocked Bid Response on Publisher Level | The partner, DSP, buyer, RTB advertiser and/or RTB advertiser category was blocked by a blocking rule set by the publisher. |
| 1007 | Creative Size Blocked on Publisher level | The bid response was blocked because the publisher is blocking the creative size. |