When an exchange receives a response of
no-bid, the easiest option is to return an empty HTTP 204 error response. But if a bidder wants to convey a reason for not bidding, a response object can be returned with a reason code in the
nbr attribute. Even when an exchange prefers a simple HTTP 204 response to indicate a no-bid, response codes can still be useful if debugging is needed.
Note: The NBR field is disabled by default. To enable it, reach out to your Account Manager.
Sample response code
In this sample response:
id= impression ID received on request
nbr= the no-bid response code.
No-bid reason codes
When an ad server sends an empty bid to the translator, the PubMatic system derives the NBR and send it to translator. The translator then forwards the NBR code to the publisher using a publisher-level control.
The following tables list the options for a bidder to signal the exchange as to why it did not offer a bid for the item.
IAB no-bid reason codes
These codes are specified by OpenRTB 3.0.
|3||Known web crawler|
|4||Suspected non-human traffic|
|5||Cloud, data center, or proxy IP|
|7||Blocked publisher or site|
|9||Daily user cap met|
|10||Daily domain cap met|
|11||Ads.txt authorization unavailable|
|12||Ads.txt authorization violation|
|13||Ads.cert authentication unavailable|
|14||Ads.cert authentication violation|
|15||Insufficient auction time|
|17||Blocked supply-chain node|
|500+||See PubMatic-specific list below.|
500+ PubMatic-specific NBR codes
This section contains PubMatic's custom NBR codes.
Translator-side NBR codes
|546||IP is not present in request|
|547||User agent is not present in request|
|548||Auction type is not supported|
|549||Max allowed active wrapper test calls have been reached|
Ad server-side NBR codes
|550||Impression passed back because page domain is not allowlisted|
|551||Impression received from area/country blocked by PubMatic|
|552||Impression received from area/country blocked by Publisher|
|553||Impression rejected under GDPR privacy compliance|
|554||Ad Size not recognized by Pubmatic|
|555||Impression rejected under CCPA privacy compliance|
|556||Impression is throttled|
Campaign filter group NBC codes
|557||Zero bids received from DSP|
|558||It's a PMP-only campaign, but no deal ID was found in the bid response|
|559||Obtained incorrect response from DSP|
|560||Ad did not pass ad quality checks|
|561||Bid filtered due to pricing filters (for example, invalid currency from DSP and publisher eCPM/bid eCPM is less than the pre-specified minimum eCPM)|
|562||Impression filtered due to various other reasons|
|563||DSP campaigns filtered due to various pre-filter reasons (for example, GDPR and ads.txt)|