Creative attributes
Creative attributes describe properties of an ad that publishers may want to block, such as autoplay audio, pop-ups or flashing animation. In OpenRTB 2.x the seller lists blocked attributes in battr on Banner, Video, Audio and Native, and the bidder declares the creative's own attributes in Bid.attr. In OpenRTB 3.0 the AdCOM Ad and Restrictions objects carry the same list.
Values
| Value | Name | What it means |
|---|---|---|
1 | Audio Ad (Autoplay) | The ad plays sound without any user action. |
2 | Audio Ad (User Initiated) | The ad plays sound only after the user acts, for example by clicking or tapping. |
3 | Expandable (Automatic) | The ad expands beyond its initial size on its own, without user interaction. |
4 | Expandable (User Initiated - Click) | The ad expands when the user clicks or taps it. |
5 | Expandable (User Initiated - Rollover) | The ad expands when the user moves the pointer over it. |
6 | In-Banner Video Ad (Autoplay) | A display unit that contains video which starts playing by itself. |
7 | In-Banner Video Ad (User Initiated) | A display unit that contains video which plays only after the user starts it. |
8 | Pop (e.g., Over, Under, or Upon Exit) | The ad opens a new window or layer over or under the page, or when the user leaves. |
9 | Provocative or Suggestive Imagery | The ad contains provocative or suggestive imagery that a publisher may consider inappropriate. |
10 | Shaky, Flashing, Flickering, Extreme Animation, Smileys | The ad uses shaking, flashing, flickering or other extreme animation. |
11 | Surveys | The ad asks the user to answer a survey or questionnaire. |
12 | Text Only | The ad is text only, with no images or video. |
13 | User Interactive (e.g., Embedded Games) | The ad is interactive, for example an embedded game or a configurator. |
14 | Windows Dialog or Alert Style | The ad imitates an operating system dialog or alert box, a pattern often used to mislead users. |
15 | Has Audio On/Off Button | The ad has its own control for turning sound on and off. |
16 | Ad Provides Skip Button | The creative renders its own skip button, as VPAID pre-roll units sometimes do, separate from any skip control in the player. |
17 | Adobe Flash | The ad uses Adobe Flash, which current browsers no longer run; blocklists still carry it. |
18 | Responsive, sizeless or fluid | The creative resizes itself to fit the space it is given instead of using fixed dimensions. |
19 | Contains advertiser QR code | The creative shows a QR code from the advertiser, useful on CTV and DOOH screens, where viewers cannot click. |
20 | Supports alpha channel transparency | The creative has transparent regions meant to be composited over content, which overlay formats often require. |
21 | Static visual | The creative has no visible motion, even when it is delivered as a video file. |
22 | Limited motion (cinemagraph) | The creative is mostly still, with small looping movement in part of the frame. |
23 | Full-motion video | The creative has continuous, scene-level motion like ordinary video. |
500+ | Vendor-specific codes | Vendor-specific attributes defined by an exchange and agreed with its buyers. |
Fields that use this list
How to use it
Blocking only works if both sides use it. Sellers put the attributes they refuse in the battr array of the media object being offered, for example imp.banner.battr or imp.video.battr, and companion banners have their own battr. Bidders should fill Bid.attr truthfully for every creative, because exchanges compare it with battr and with their own creative scans. Values 1 to 16 date from OpenRTB 2.0, 17 was added in 2.4, and 18 onward come from AdCOM, with 19 to 23 added in AdCOM 1.0-202607 for CTV formats. Buyers on older integrations may not recognize the newer values.
Common mistakes
- Putting
battronImpinstead of onBanner,Video,AudioorNative. The field does not exist at the impression level. - Leaving
Bid.attrempty for creatives that autoplay sound or expand. Exchanges that scan creatives may detect the attribute anyway and reject the creative. - Reading 16 as the player's skip control. It flags a creative that draws its own skip button; whether the player offers skipping is
Video.skip. - Treating
battras an allowlist. Every value listed is a value the seller refuses.
Validation
On OpenRTB 2.6 snapshots, RTBlint reports a value outside this list as openrtb.value.invalid. Paste a request into the tester to check the values you send.
Related lists
All lists are on the enumerated lists index.