openrtb.schain.incomplete
What it means
The SupplyChain object sets complete to 0. That is a deliberate statement that the declared nodes do not cover the whole path from the publisher onward, so at least one hop is not named.
Why it matters
An incomplete chain cannot be verified end to end, because the missing hop is exactly where an unauthorised reseller would sit. Buyers running supply-path policies commonly reject complete: 0 outright, so this is a revenue question before it is a compliance one.
How to fix it
Trace where the chain is being built and find the hop that fails to append its node. complete: 0 is honest when a node genuinely cannot be identified, but it should be rare, not a default.
Example that trips it
{ "source": { "schain": { "ver": "1.0", "complete": 0, "nodes": [{ "asi": "exchange.example", "sid": "pub-42", "hp": 1 }] } } }Check your payload
Paste a bid request or response into the tester to see whether this code fires against it, or gate on the id in CI with the CLI: the id is stable, wording is not.
Back to the full diagnostic code reference.