Attributes describe the features of the creative, publishers usually have a preference over the type of ads served in their inventory. IAB has created a category of attributes for the same.
These preferences are specified through battr (bad attributes) in bid requests.
Battr are attributes that are not allowed to serve on publisher inventory.
Kayzen filters out creatives with attributes present in battr and respond with an applicable creative and the features of that creatives (for eg. video ad has skip button or ad is text only) in attr field in bid response.
Exchange further conducts a check on their end and will filter out responses if the attributes present in the attr doesn’t comply with publisher specifications.
Note:
Battr is present in the banner, video, native or audio object of the bid request.
Attr is present in the seatbid.bid object of the bid response
The values of attr are based on the selection made in the HTML creatives page of campaign setting. These values are used in filtering as well against battr in bid requests.
When uploading HTML creatives select the ones applicable. For creatives of other ad types the system maps the applicable attributes so no user input is required.
Attribute | Description | Notes | Images |
1 | Audio Ad (Auto-Play) | Applicable only for audio ads. Audio ads which automatically play without user intervention. |
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2 | Audio Ad (User Initiated) | Applicable only for audio ads. |
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3 | Expandable (Automatic) | Ads which automatically expand without user action. These ads start off as banner ad (320x50 or 300x50). | 
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4 | Expandable (User Initiated - Click) | Banner ads which expand and may or may not cover the screen on user click |
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5 | Expandable (User Initiated - Rollover) | Banner ads which expand and may or may not cover the screen when user hovers over |
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6 | In-Banner Video Ad (Auto-Play) | Video ads which will be rendered on a banner unit. | 
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7 | In-Banner Video Ad (User Initiated) |
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8 | Pop (e.g., Over, Under, or Upon Exit) | Pop up ads which require user action to dismiss. Intrusive. Mostly seen on desktop. | 
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9 | Provocative or Suggestive Imagery | Ads with controversial content. |
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10 | Shaky, Flashing, Flickering, Extreme Animation, Smileys |
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11 | Surveys | Ad creative which has a questionnaire, usually with multiple choice options and collects data. |
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12 | Text Only | Ads don't have any image or interactive elements. |
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13 | User Interactive (e.g., Embedded Games) | Playable ads. Select this option to indicate the ad will be a playable while adding the creative in campaigns | 
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14 | Windows Dialog or Alert Style | Ads which resemble OS dialogue or alert boxes. |
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15 | Has Audio On/Off Button | Video ads which have an option to mute. |
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16 | Ad Provides Skip Button (e.g. VPAID-rendered skip button on pre-roll video) | Video ads which have an option to skip |
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17 | Adobe Flash | Requires Adobe flash on client to run the ad. |
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If non of these attributes are applicable to the creatives select ‘None of the above’ option, like for eg. if you are uploading an interstitial html creative which isn’t playable.
Source: OpenRTB 2.5
Default Blacklist
Some exchanges block certain creative attributes by default. Attributes marked in red are blocked by exchanges. Some attributes are blocked for specific ad types only which has been mentioned.
Table 1: Mopub, Smaato, Applovin, Unity
Table 2: SmartyAds, Bidswitch, Appodeal, Fyber
Table 1
Attribute | Attribute Name | ||||
1 | Audio Ad (Auto-Play) |
|
❌ |
|
❌ |
2 | Audio Ad (User Initiated) |
|
|
|
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3 | Expandable (Automatic) |
❌ |
❌ |
|
❌ |
4 | Expandable (User Initiated - Click) |
|
|
|
|
5 | Expandable (User Initiated - Rollover) |
|
❌ |
|
❌ |
6 | In-Banner Video Ad (Auto-Play) |
|
❌ |
|
❌ |
7 | In-Banner Video Ad (User Initiated) |
|
|
|
|
8 | Pop (e.g., Over, Under, or Upon Exit) |
❌ |
❌ |
|
❌ |
9 | Provocative or Suggestive Imagery |
❌ |
❌ |
❌ |
❌ |
10 | Shaky, Flashing, Flickering, Extreme Animation, Smileys |
|
|
|
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11 | Surveys |
❌ |
|
|
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12 | Text Only |
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|
|
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13 | User Interactive (e.g. Embedded Games) |
|
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| ❌ Blocked only for Video |
14 | Windows Dialog or Alert Style |
❌ |
|
❌ |
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15 | Has Audio On/Off Button |
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|
|
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16 | Ad Provides Skip Button (e.g. VPAID-rendered skip button on pre-roll video) |
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|
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17 | Adobe Flash |
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|
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Table 2
Attribute | Attribute Name | ||||
1 | Audio Ad (Auto-Play) |
❌ |
❌ |
|
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2 | Audio Ad (User Initiated) |
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|
|
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3 | Expandable (Automatic) |
|
|
|
❌ |
4 | Expandable (User Initiated - Click) |
|
|
|
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5 | Expandable (User Initiated - Rollover) |
|
|
❌ |
|
6 | In-Banner Video Ad (Auto-Play) |
❌ |
|
| ❌ Blocked only for Banner |
7 | In-Banner Video Ad (User Initiated) |
|
|
| ❌ Blocked only for Banner |
8 | Pop (e.g., Over, Under, or Upon Exit) |
|
❌ |
❌ | ❌ Blocked only for Video |
9 | Provocative or Suggestive Imagery |
|
❌ |
❌ |
❌ |
10 | Shaky, Flashing, Flickering, Extreme Animation, Smileys |
|
❌
|
❌ |
❌ |
11 | Surveys |
❌ |
|
|
|
12 | Text Only |
|
|
|
|
13 | User Interactive (e.g. Embedded Games) |
|
|
| ❌ Not for playable |
14 | Windows Dialog or Alert Style |
❌ |
|
❌ |
❌ |
15 | Has Audio On/Off Button |
|
|
|
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16 | Ad Provides Skip Button (e.g. VPAID-rendered skip button on pre-roll video) |
|
|
|
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17 | Adobe Flash |
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|
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❌ |