Content.id

An identifier for the content, assigned by the publisher. Since 2.6-202505 the spec states explicitly that the publisher provides it.

CurrentstringOptionalSince 2.0

Field facts

Path: app.content.id, dooh.content.id, site.content.id
Object: Content
Type: string
Requirement: Optional
Added: OpenRTB 2.0
Spec section: 3.2.16

How it is used

Use a stable ID for the episode, video, or article so buyers can recognize the same content across requests. IDs from third-party content identification systems belong in Data.cids on a content Data object, not here.

Example

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

{
  "id": "req-1",
  "app": {
    "content": {
      "id": "ep-2201"
    }
  }
}

Version history

Added in OpenRTB 2.0, 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
2.0 to 2.2	string	No	No
2.3 to 2.3.1	string	No	No
2.4	string	No	No
2.5 to 2.6-202606	string	No	No