You are here: Demand Partners > Real-time bidding > Best Practices for RTB buyers

Best Practices for RTB buyers

Last updated on November 10, 2017

In addition to the information that we provide on using the OpenRTB API and macros, we share some best practices for RTBReal-time bidding, auctioning online inventory within an ad exchange. Buyers bid for the impression based on the value of the user, whereas the seller sets pricing floors and awards the impression to the highest bidder. The auction process takes place in milliseconds, which is why the process is referred to as “real-time.” buyers.

Pass a crid

A crid, a unique buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange.-specific ID for the creativeThe media asset associated with an ad, such as an image or video file., must be passed for each creative variation, notably variations in:

  • Size

  • Appearance (look or behavior)

  • Landing page URL

  • File format

The unique crid identifier assigned by your system should be placed in the crid field of any bid responseAfter evaluating a bid request, a real-time bidder’s communication to OpenX Ad Exchange, indicating if they’re interested in the impression, and if so, how much they’re willing to pay for it.. Each crid you return must consistently be associated with the same creative both at serve time and if the associated ad codeCalled ad tag at OpenX. An ad tag is a small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space. is subsequently called by our audit system. The identifier crid string that you create may be any valid UTF8 string of 64 bytes or less.

Whitelist the following IP address:

For ad quality scanning, OpenX uses the above IP address. OpenX regularly scans creatives to ensure they adhere to our ad qualitySettings that control the types of ads that can display on your inventory. standards.

Note: The scanning system will substitute whichever price macro you use (winning_price, WINNING_PRICE, AUCTION_PRICE:OXCRYPT, etc.) with AUDIT for the price value. You are not charged for these scans, so please build in logic to not count impressions that result in “AUDIT” as valid impressions.

Populate the adomain value

The adomain value must always be present and should be the actual landing page of the ad.

Ensure all ads are non-rotating

Please do not submit ads that rotate to different brandsA name that represents the product or service being advertised, such as Tide. and/or media types. Rotating creatives will be discarded as an ad quality violation.

Feedback form