Open RTB 2.5 Bid Response
The response for a bid request will have the following structure:
Bid Response Object
id
ID of the bid request (string)
seatbid
Collection of bids made by the bidder on behalf of a specific seat.
seatbid
bid
ID of the impression object to which this bid applies (string)
seatbid.bid
id
ID for the bid object chosen by the bidder (string)
impid
ID of the impression object to which this bid applies (string)
price
Bid price in CPM or CPC (float)
adm
ExoClick XML Ad Markup (string)
nurl
Win notification URL (string)
burl
Billing notification URL (string)
cid
Campaign ID to assist with ad quality checking (string)
crid
Creative ID to assist with ad quality checking (string)
adid
Ad ID to assist with ad quality checking (same as crid) (string)
adomain
Advertiser domain, or exchange domain (array of strings)
cat
IAB content categories of the creative (string array)
w
Width of creative (integer)
h
Height of creative (integer)
ext
ExoClick specific extension (object)
seatbid.bid.ext
btype
Pricing Model. Values: 1 = CPM, 2 = CPC. Default = 1 (int).
Note: Only Push Notification, Native ads, Direct Link, and Email Clicks may bid with the CPC pricing model.
No Bid Response
To answer a bid request without making an actual bid, an HTTP response code 204 "No Content" will be sent.
Win Notification
When the parameter Bid Response Object -> Seat Bid Object -> Bid Object -> nurl is in the bid response, a GET request must be performed to such URL.
Billing Notification
When the parameter Bid Response Object > Seat Bid Object > Bid Object > burl is in the bid response, a GET request is performed to that URL when the impression or click becomes billable (CPM or CPC, per the btype field). This allows the impression or click to be counted from the billable event rather than from Client-side-based tracking, and provides parallel "Served" metrics in the RTB Statistics. that show the gap between what was rendered and what was billed.
If both nurl and burl are present, both should be called.
Count Logic
When BURL is disabled — The Impression or Click rely entirely on client-side tracker fired by the rendered ad. Today's default for counting impressions and clicks.
When BURL is enabled — The Impression or Click is counted from the burl call instead of the client-side tracking.
When BURL enabled but partner fails to fire — The Impression or Click count drops to zero for billing purposes, while served impressions (what the browser logged) remain. This discrepancy flags a technical integration issue.
What stays on Client-side tracking
Frequency Capping. FC continues to rely on impression events regardless of the BURL toggle.
All "Served" metrics, by definition.
Direct (non-RTB) zones, which have no BURL concept.
Billing Notification
When the parameter Bid Response Object > Seat Bid Object > Bid Object > burl is in the bid response, a GET request is performed to that URL when the impression or click becomes billable (CPM or CPC, per the btype field). This allows the impression or click to be counted from the billable event rather than from Client-side-based tracking, and provides parallel "Served" metrics in the RTB Statistics. that show the gap between what was rendered and what was billed.
If both nurl and burl are present, both should be called.
Count Logic
When BURL is disabled — The Impression or Click rely entirely on client-side tracker fired by the rendered ad. Today's default for counting impressions and clicks.
When BURL is enabled — The Impression or Click is counted from the burl call instead of the client-side tracking.
When BURL enabled but partner fails to fire — The Impression or Click count drops to zero for billing purposes, while served impressions (what the browser logged) remain. This discrepancy flags a technical integration issue.
What stays on Client-side tracking
Frequency Capping. FC continues to rely on impression events regardless of the BURL toggle.
All "Served" metrics, by definition.
Direct (non-RTB) zones, which have no BURL concept.
Examples
You can find detailed examples of the Responses you can receive in the example page.
Last updated
Was this helpful?