Bidding Optimizations
If you are setting up a new integration with OpenX Ad Exchange, or if you want to improve bidding efficiency for an existing integration, consider using some optimization methods. Contact your Platform Development Manager (PDM) for guidance or to enable any of the features included in this section.
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Compressing Bid Requests
OpenX supports bid request and response compression via GZIP to reduce network bandwidth usage for demand partners. Partners who have enabled this feature have seen a 30-40% reduction in bandwidth utilization. To enable this feature or for more information, please contact your Platform Development Manager.
NOTE
Compression can also result in increased CPU processing.
Receiving and Accepting Compressed Bid Requests
By default, as a demand partner, you receive non-compressed traffic. To receive compressed bid requests, please contact your Platform Development Manager. Once enabled, this change applies to all traffic OpenX sends you.
Compressed requests contain an HTTP header of:
Content-Encoding: gzip
NOTE
Once this setting is enabled, monitor your systems to confirm that they are properly ingesting and decompressing requests and that bidding/spend behavior is not impacted.
Sending Compressed Bid Responses
You can respond to any OpenRTB bid request with either a non-compressed response or a compressed response. OpenX sends the Accept-Encoding: gzip HTTP
header to indicate that it accepts compressed bid responses for all OpenRTB bid requests.
Adjust your bidder’s HTTP configuration to ingest this header and respond accordingly:
Accept-Encoding: gzip
When sending compressed responses, include the HTTP header below to indicate that it is compressed:
Content-Encoding: gzip
Receiving Loss Notifications
OpenX supports sending real-time loss notifications to demand partners via the lurl
implementation introduced in the IAB’s OpenRTB 2.5 specification. To enable this feature or receive more information, please contact your platform development manager.
NOTE
OpenX does not support secure
lurl
endpoints.
lurl Field in Bid Object
The lurl
is the loss notice URL that is called by OpenX when a bid is known to have lost the auction. This value can be submitted by the demand partner as a field in the bid
object of a bid response.
The OpenRTB substitution macro ${AUCTION_LOSS}
may be included. For example, if the lurl
was:
http://example.com/?id=${AUCTION_ID}&bid=920314&loss=${AUCTION_LOSS}
then the expansion might be:
http://example.com/?id=81a05ff8-a85e-44f2-b601-2fd537d0c39e&bid=920314&loss=102
where the code 102
means “Lost to Higher Bid” per the Loss Reason Codes table below.
The lurl
submitted by a demand partner must be 500 characters or less. Submitted lurl
values that exceed this limit with automatically be discarded.
Loss Reason Codes
The following table lists the codes and corresponding reasons for OpenX to inform a demand partner why they did not win an impression for a submitted bid.
NOTE
The following is subject to regular updates. We strongly recommend regularly checking this table for new OpenX-specific loss codes/reasons (≥
1000)
.
Code | Reason |
---|---|
1 | Internal Error |
2 | Impression Opportunity Expired |
3 | Invalid Bid Response |
4 | Invalid Deal ID |
5 | Invalid Auction ID |
6 | Invalid (malformed) Advertiser Domain |
7 | Missing Markup |
8 | Missing Creative ID |
9 | Missing Bid Price |
10 | Missing Minimum Creative Approval Data |
100 | Bid was Below Auction Floor |
101 | Bid was Below Deal Floor |
102 | Lost to Higher Bid |
103 | Lost to a Bid for a PMP Deal |
104 | Buyer Seat Blocked |
200 | Creative Filtered - General; reason unknown |
201 | Creative Filtered - Pending processing by Exchange |
202 | Creative Filtered - Disapproved by Exchange |
203 | Creative Filtered - Size Not Allowed |
204 | Creative Filtered - Incorrect Creative Format |
205 | Creative Filtered - Advertiser Exclusions |
206 | Creative Filtered – App Bundle Exclusions |
207 | Creative Filtered – Not Secure |
208 | Creative Filtered - Language Exclusions |
209 | Creative Filtered - Category Exclusions |
210 | Creative Filtered - Creative Attribute Exclusions |
211 | Creative Filtered - Ad Type Exclusions |
212 | Creative Filtered - Animation Too Long |
213 | Creative Filtered - Not Allowed in PMP Deal |
1001 | Multi-Bid - Bid Not Selected |
1010 | Creative Filtered - Malware |
Working with Multi-size Bid Requests
OpenX allows its publishers to support creatives for multiple ad sizes on a single impression opportunity and sends a single bid request for each ad size. You can choose to consolidate those ad sizes in to a single request using the format
object.
To be able to return bids for multiple sizes in a single impression opportunity:
- Make sure your bidding application logic can ingest all the sizes transmitted in the array of the
format
object in OpenRTB 2.4. - Ask your Platform Development Manager to enable format object support for your account.
The format
object array includes widths and heights, so you must include bid.w
and bid.h
values in the bid response. For example, a bid request includes a banner populated with a format
object that indicates availability of a 728x90, 320x50, and 160x60 creative:
"banner": {
"format": [
{"w": 728, "h": 90},
{"w": 320, "h": 50},
{"w": 160, "h": 60}
],
}
You can submit a bid for any one of the ad sizes, or a multi-bid for several sizes.