Loss reason 10: Missing Minimum Creative Approval Data

What it means

The exchange needed creative approval attributes that were not supplied.

The exchange reports this code by expanding the ${AUCTION_LOSS} macro in the bid's loss notice URL (lurl). A bidder that does not set lurl never sees it, and never learns why it lost.

What to do about it

The exchange discarded the bid before the auction: unparseable responses, unknown deal or auction ids, missing markup, creative id, or price. This family is entirely preventable at build time. Validate responses (against the originating request where possible) before they ship; the cross-validation rules catch unknown impids, unknown dealids, and missing markup exactly.

Related

• The full loss reason table
• ${AUCTION_MIN_TO_WIN}: the price-discovery companion macro
• Loss reason 8: Missing Creative ID
• Loss reason 9: Missing Bid Price
• Loss reason 100: Bid was Below Auction Floor
• Loss reason 101: Bid was Below Deal Floor