Bid Loss Notification

Reference: OpenRTB 2.6 Spec,

Object: Bid, Attribute: lurl

Description: Loss notice URL called by the exchange when a bid is known to have been lost. Substitution macros may be included. Exchange-specific policy may preclude support for loss notices or the disclosure of winning clearing prices resulting in ${AUCTION_PRICE} macros being removed (i.e., replaced with a zero-length string).

Supported Substitution Macros

Bidders can include the following macros in their lurl which are substituted with the regarding information when called.

${AUCTION_LOSS}

${AUCTION_MIN_TO_WIN}

Loss Reason Codes

Integration

To address a loss in the bidding process, additional information is often conveyed through the utilization of two macros: ${AUCTION_PRICE} and `${AUCTION_MIN_TO_WIN}. In LURL, we consistently populate both macros and support either of the two.

We support signaling the loss reason for both Internal and Upstream or Final Auctions, such as in scenarios involving header bidding SDK integration or mediation.

• In the case that the Internal Auction option is selected, we will send the winning bid price from the Internal Auction
• In the case that the Upstream or Final Auction option is selected, we will send the winning bid price from the Final Auction together with the exchange margin

❗️

Please reach out to your assigned AM to update your preference or enable the Loss URL notification for your account(s).

Examples from the BidResponse

"id": "1234567",
"impid": "1",
"price": 1.1,
"adomain": ["domain.com"],
"lurl":"https://dsp.com/dsp?code=${AUCTION_LOSS}\u0026id=12345\u0026minbid=${AUCTION_MIN_TO_WIN}"

"id": "1234567",
"impid": "1",
"price": 1.1,
"adomain": ["domain.com"],
"lurl":"https://dsp.com/dsp?code=${AUCTION_LOSS}\u0026id=12345\u0026minbid=${AUCTION_PRICE}"