RTBlintAlpha
Loss reason 9: Missing Bid Price
What it means
No price on the bid object.
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.