Content.data

Additional data about the content, as an array of Data objects. Each entry represents a different source, such as a contextual classification vendor. Added in OpenRTB 2.4.

Currentobject arrayOptionalSince 2.4

Field facts

Path: app.content.data, dooh.content.data, site.content.data
Object: Content
Type: object array
Requirement: Optional
Added: OpenRTB 2.4
Spec section: 3.2.16

How it is used

Contextual providers attach segments here rather than on User.data, because the data describes the media, not the person. Since 2.6-202505, Data.cids can carry identifiers for the content from an external content ID system.

Example

Where the field sits in a payload, with everything else left out:

{
  "id": "req-1",
  "app": {
    "content": {
      "data": [
        {
          "id": "ctx-1",
          "name": "contextvendor.example",
          "segment": [
            {
              "id": "local-news"
            }
          ]
        }
      ]
    }
  }
}

Version history

Added in OpenRTB 2.4, and present in the latest snapshot. The table shows how each version's spec text types the field.

Versions	Type in the spec	Required	Deprecated
2.4	object array	No	No
2.5 to 2.6-202606	object array	No	No