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Receiving Loss Notifications

Demand Partners

Last updated on January 20, 2019

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.


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 ${AUCTION_LOSS} may be included. For example, if the lurl was:${AUCTION_ID}&bid=920314&loss=${AUCTION_LOSS}

then the expansion might be:

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.


The following is subject to regular updates. We strongly recommend regularly checking this table for new OpenX-specific loss codes/reasons (≥ 1000).

1Internal Error
2Impression Opportunity Expired
3Invalid Bid Response
4Invalid Deal ID
5Invalid Auction ID
6Invalid (malformed) Advertiser Domain
7Missing Markup
8Missing Creative ID
9Missing Bid Price
10Missing Minimum Creative Approval Data
100Bid was Below Auction Floor
101Bid was Below Deal Floor
102Lost to Higher Bid
103Lost to a Bid for a PMP Deal
104Buyer Seat Blocked
200Creative Filtered - General; reason unknown
201Creative Filtered - Pending processing by Exchange
202Creative Filtered - Disapproved by Exchange
203Creative Filtered - Size Not Allowed
204Creative Filtered - Incorrect Creative Format
205Creative Filtered - Advertiser Exclusions
206Creative Filtered – App Bundle Exclusions
207Creative Filtered – Not Secure
208Creative Filtered - Language Exclusions
209Creative Filtered - Category Exclusions
210Creative Filtered - Creative Attribute Exclusions
211Creative Filtered - Ad Type Exclusions
212Creative Filtered - Animation Too Long
213Creative Filtered - Not Allowed in PMP Deal
1001Multi-Bid - Bid Not Selected
1010Creative Filtered - Malware