Equativ RTB error 7: Missing Markup
What Equativ says
The ad markup was missing or malformed.
Equativ reports this integer in the ${AUCTION_LOSS} macro on the bid's lurl. A search for Equativ RTB error 7 is this code.
What was checked
Equativ rejected the bid before price comparison. OpenRTB groups 1 through 10 as a response the exchange could not use: a bad id, missing markup, a missing price, or a domain it will not accept.
What to change
Put the creative markup on adm.
The same number in OpenRTB
OpenRTB loss reason 7 is Missing Markup. Equativ publishes this integer with that meaning.