Nobid Reasons Reporting

Description

The NBR (No Bid Reason) u-Slicer is a reporting tool that provides detailed insights into bid rejection patterns and targeting validation performance across the DSP platform.

Report Categories

Source

• Core: Validation performed by the core bidding engine

• Node: Validation performed by distributed node services

Fail Level

• Campaign: Rejection at campaign level (budget, flight dates, etc.)

• Line Item: Rejection at line item level (targeting, frequency caps, etc.)

• Creative: Rejection at creative level (format, assets, expiration, etc.)

Fail Reason

All nobid reasons listed in this document (e.g., inventory_type_targeting, budget_check, flight_dates, etc.).

See No Bid Reason Description for details.

Additional Filters

• Advertiser: Filter by specific advertiser account

• Campaign: Filter by campaign ID or name

• Line Item: Filter by line item ID or name

• Creative: Filter by creative ID or name

• Client ID: Filter by client account ID

• Native Asset: Filter by native creative asset ID

Report Metrics

• Attempted Targeting Checks: Total number of validation attempts for each targeting/budgeting check

• No Bid Reason: Total number of failed validation checks (bid rejections)

• Passed, %: Success ratio calculated as: (Passed / Attempted Targeting Checks) × 100

  • Shows the percentage of validations that passed

  • Allows easy identification of major failure points

Note

Due to the sampling methodology, the “Passed, %” metric may occasionally display as negative values (e.g., -2%). These should be interpreted as very low success rates.

How to Use NBR Slicer: Basic Analysis Workflow

1. Select Fail Reason uSlicer category

2. Apply Filters to select relevant filters thus narrowing down your analysis

   • Example: Filter by Line Item = 123 (“Sports_Video_Campaign_LI_123”)

3. Sort results by Attempted Checks (DESC) to see which checks are attempted most frequently

   • This shows the volume of validation attempts

4. Identify validation checks with the lowest Passed, % values

   • These represent the biggest optimization opportunities

   • Focus on improving targeting settings for these areas

Example Analysis Workflow

1. Filter: Line Item = 2345 (“Auto_Display_Retargeting_LI_2345”)

2. Order by: Attempted Targeting Checks (DESC)

3. Look for: Lowest Passed, % values

4. Result: Identify that device_type_targeting has 15,000 attempts but only 12% pass rate

5. Action: Review and optimize device targeting settings

No Bid Reason Description

Inventory & Content Targeting

inventory_type_targeting	Bid rejected due to inventory type (ad type) mismatch (e.g., display vs video vs native ad format requirements not met)
inventory_type_content_type_targeting	Bid rejected because the content type (web/app) and inventory type (ad type) doesn’t match campaign targeting criteria
content_type_adslot_targeting	Bid rejected because the ad slot content type (web/app) doesn’t align with campaign targeting settings

Device & Technical Targeting

device_type_targeting	Bid rejected due to device type mismatch (PC, Phone, Tablet, CTV)
device_model_targeting	Bid rejected because the specific device model doesn’t match targeting criteria
device_brands_models_targeting	Bid rejected due to device brand or model targeting restrictions
browser_version_targeting	Bid rejected because the browser version doesn’t meet campaign requirements
os_version_targeting	Bid rejected due to operating system version targeting mismatch

Geographic Targeting

city_targeting	Bid rejected due to city-level geographic targeting mismatch
country_region_targeting	Bid rejected because the user’s country or region doesn’t match campaign targeting criteria
country_postcode_targeting	Bid rejected due to postal code (zip) geographic targeting mismatch
dma_targeting	Bid rejected because the Designated Market Area (DMA) doesn’t match targeting requirements

Display & Creative Targeting

display_size_targeting	Bid rejected because the ad slot dimensions don’t match the campaign’s display size requirements
display_btype_targeting	Bid rejected due to banner type targeting mismatch (specific display banner format requirements)
language_targeting	Bid rejected because the content or user language doesn’t match targeting criteria

Audience & User Targeting

pixel_segment_targeting	Bid rejected because the user doesn’t belong to required pixel-based audience segments
liveramp_segments_targeting	Bid rejected due to LiveRamp audience segment targeting mismatch
liveramp_first_party_segment	Bid rejected because the user doesn’t match LiveRamp first-party data segment criteria
audience_segment	Bid rejected due to general audience segment targeting mismatch
uaudience_segment	Bid rejected because the user doesn’t belong to required unified audience segments
tgroups_targeting	Bid rejected due to targeting group criteria mismatch

Video Targeting

video_mime_types_targeting	Bid rejected due to video MIME type mismatch (e.g., MP4, WebM format requirements)
video_duration_seconds_targeting	Bid rejected because video duration doesn’t match campaign targeting criteria
video_vast_protocols_targeting	Bid rejected due to VAST (Video Ad Serving Template) protocol version mismatch
video_api_frameworks_targeting	Bid rejected because video API framework doesn’t match requirements (VPAID, OMID, etc.)
video_orientation_targeting	Bid rejected due to video orientation mismatch (portrait, landscape, square)
video_video_placement_type_adslot_targeting	Bid rejected because video placement type doesn’t match targeting (in-stream, out-stream, etc.)
video_video_start_delay_adslot_targeting	Bid rejected due to video start delay targeting mismatch (pre-roll, mid-roll, post-roll timing)
video_skipping_terms_adslot_targeting	Bid rejected because video skipping terms don’t align with campaign requirements

Brand Safety & Content Filtering

bcat_targeting	Bid rejected due to blocked content categories (IAB content category filtering)
badv_targeting	Bid rejected because of blocked advertiser domains (competitive exclusion)
domain_lists_targeting	Bid rejected due to domain allow/block list targeting rules
url_lists_targeting	Bid rejected because the URL doesn’t match allow/block list criteria
bundle_lists_targeting	Bid rejected due to app bundle ID allow/block list filtering (mobile app targeting)
iab_content_categories_targeting	Bid rejected because IAB content categories don’t match targeting requirements

Quality & Viewability

dv_viewability	Bid rejected due to DoubleVerify viewability requirements not met
dv_contextual	Bid rejected because DoubleVerify contextual analysis doesn’t meet campaign standards
double_verify_brandsafety_segments	Bid rejected due to DoubleVerify brand safety segment restrictions
ias_ivt_segments	Bid rejected because of Integral Ad Science Invalid Traffic (IVT) detection
3rd_party_trackers_allowed	Bid rejected because third-party tracking pixels/tags are not permitted

Google-Specific Targeting

google_vendor_types_targeting	Bid rejected due to Google vendor type restrictions
google_excluded_attribute_targeting	Bid rejected because of Google excluded attribute settings

Programmatic & Marketplace

marketplace_targeting_ssp_name	Bid rejected due to Supply-Side Platform (SSP) targeting restrictions
marketplace_targeting_seat	Bid rejected because the buyer seat ID doesn’t match targeting criteria
marketplace_targeting_private_auction_is_requested	Bid rejected because private auction access is required but not available
marketplace_targeting_no_deals_in_request	Bid rejected because no valid programmatic deals are present in the bid request
pmp_deal_seats_check	Bid rejected due to Private Marketplace (PMP) deal seat validation failure
pmp_no_targeted_deals	Bid rejected because no targeted PMP deals are available for this request

Frequency & Pacing

campaign_frequency_cap_targeting	Bid rejected due to campaign-level frequency cap limits exceeded
line_item_frequency_cap_targeting	Bid rejected because line item frequency cap has been reached

Native Creatives

native_assets_match	Bid rejected because required native ad assets don’t match available inventory
no_relevant_assets	Bid rejected due to lack of relevant creative assets for the placement

Budget & Campaign Status

budget_check	Bid rejected due to insufficient campaign budget remaining
Budget v4: Sampling check failed	Bid rejected because budget sampling validation failed
Budget v4: Inactive at the current time	Bid rejected because campaign budget is inactive during current time period
Budget v4: Forbidden: emergency stop is positive	Bid rejected due to emergency stop mechanism being activated
Budget v4: Budget config is not loaded	Bid rejected because budget configuration data is not available
Budget v4: Budget config is out of date	Bid rejected because budget configuration is outdated and needs refresh
Budget v4: Object is not found	Bid rejected due to missing budget object/configuration (line item, campaign, etc.)
lambda is 0	Bid rejected because the lambda value (bid control multiplier) is set to zero

Flight & Timing

flight_dates	Bid rejected because current time is outside campaign flight date range
time_pixel	Bid rejected due to time-based pixel firing restrictions or timing validation failure
is_expired	Bid rejected because the campaign, line item, or creative has expired

Privacy & Compliance

gdpr_check	Bid rejected due to GDPR compliance validation failure
opt_out_targeting	Bid rejected because user has opted out of targeted advertising

System & Performance

QPS_check	Bid rejected due to Queries Per Second rate limit
targeting_passed	Indicates that this particular targeting check was successful (not a nobid reason)

Note

• Many entries show targeting_passed which indicates successful validation rather than rejection.

• Some reasons appear multiple times, which is normal for different validation stages.

• Budget v4 reasons suggest a specific budget management system version.

• IAS, DV refer to major ad verification vendors (Integral Ad Science, DoubleVerify).