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Troubleshoot callout filtering

In addition to bid response filtering based on Google filters, mismatches between your bid and publisher configurations, or simply because of auction dynamics, your bids may be filtered because of an error or misconfiguration with your callout.

Callout filters

Bid response callouts return a status when filtered from the auction, allowing you to troubleshoot potential errors. The status codes are listed here, with corresponding troubleshooting steps and additional information.

Internal error

An internal Ad Exchange HTTP infrastructure failure occurred. There could be multiple reasons causing this (for example, there was a failure sending a bid request, a setup failure, or the request may have been too large). This filtering reason corresponds to callout status code 2.

Learn more about what you can do

Contact your account team if this number exceeds 10%.

Unknown status

This status covers a few rare situations that could indicate a potential bug in Ad Exchange. This filtering reason corresponds to callout status code 4.

Learn more about what you can do

Contact your account team if this number exceeds 10%.

Out of quota

The quota limit has been reached. This filtering reason corresponds to callout status code 5.

Learn more about what you can do

Verify the following:

  • You are not bidding in a location where you don't have an endpoint (for example, you are buying EMEA traffic but you don't have EMEA server endpoint set). Your technical team should verify this prior to contacting your account team.
  • You are not using HTTP endpoints for matches that require HTTPS. Unless you are in China, you need to bid using HTTPS.
  • Your network error rate is less than 15%.

If you are confident with your server capacity and have verified the points above, you can contact your account team to increase your quota.

Predicted to be ignored

This is the result of an attempt by Ad Exchange to maximize your bidder's profits. This filtering reason corresponds to callout status code 6.

Learn more about what you can do

This is a normal and expected occurrence. You should not need to do anything, but you can contact your account team with any questions.

Callout HTTP request timed out

The callout HTTP request timed out. This filtering reason corresponds to callout status code 7.

Learn more about what you can do

You can learn how to avoid closed connections using the Best Practices for RTB Applications or the guide to Latency Restrictions and Peering.

HTTP response contained no data

Your bidder may not be returning a valid response. This filtering reason corresponds to callout status code 8.

Learn more about what you can do

Review the guide to build the response guide and ensure that you're returning a valid response.

If you do not wish to bid on an impression, you can set the processing_time_ms field and leave all of the other fields empty.

HTTP response could not be parsed

The HTTP protocol may not be implemented correctly. This filtering reason corresponds to callout status code 9.

Learn more about what you can do

Review the guide to build the response and ensure that you're returning a valid response.

Unknown HTTP status code or TCP error

Ad Exchange detected an unknown HTTP status code or TCP error. This filtering reason corresponds to callout status code 10.

Learn more about what you can do

Review the best practices for RTB applications and ensure that you're managing connections and handling errors appropriately. 

Bidder returned an HTTP 3xx status code

Your bidder returned an HTTP status code indicating a redirect. This filtering reason corresponds to callout status code 11.

Learn more about what you can do

Review the best practices for RTB applications and the recommendations for handling latency restrictions and peering to avoid HTTP errors. 

Bidder returned an HTTP 4xx status code

Your bidder returned an HTTP status code indicating a client error. This filtering reason corresponds to callout status code 12.

Learn more about what you can do

Review the best practices for RTB applications and the recommendations for handling latency restrictions and peering to avoid HTTP errors. 

Bidder returned an HTTP 5xx status code

Your bidder returned an HTTP status code indicating a server error. This filtering reason corresponds to callout status code 13.

Learn more about what you can do

Review the best practices for RTB applications and the recommendations for handling latency restrictions and peering to avoid HTTP errors. 

Bid response too large

Your bid response is greater than the acceptable limit. This filtering reason corresponds to callout status code 15.

Learn more about what you can do

The default size limit for a bid response is 16 kB. If you believe you have a valid business reason for sending inflated bid responses, you can contact your account team to increase this limit.

BidResponse proto could not be parsed

Your bidder is either using the Ad Exchange bidding protocol or the OpenRTB protocol and the HTTP payload is not a valid response. This filtering reason corresponds to callout status code 16.

Learn more about what you can do

Review the current version of the RTB protocol, or the OpenRTB protocol and ensure that you're returning a valid bid response. 

DNS lookup failed

The host server for your bidding endpoints could not be found. This filtering reason corresponds to callout status code 17.

Learn more about what you can do

Ensure that the DNS record for your bidding endpoints is up to date and configured correctly.   

All ads in response filtered

This could either be due to serving problems, creative disapprovals, or a combination of both. This filtering reason corresponds to callout status code 18.

Learn more about what you can do

You can view the status of your creative approvals and get detailed information on why creatives were disapproved using the Creative Explorer, or get a breakdown of your ad and snippet statuses using the snippet status report.

Testing mode was enabled

Your bidder is likely working correctly, but set to testing mode. This is a step in the bidder turn up procedure when Ad Exchange processes your response normally, but then drops all ads prior to the auction. This filtering reason corresponds to callout status code 19.

Learn more about what you can do

Contact your account team to disable testing mode.

No ads returned with bid response

Your bidder returned a "no-bid" bid response. This filtering reason corresponds to callout status code 20.

Learn more about what you can do

This is a normal and expected occurrence. You should not need to do anything; this is a correct way to refrain from bidding.

SSL certificate error

Your bidder is bidding using HTTPS and the SSL certificate is invalid. This filtering reason corresponds to callout status code 21.

Learn more about what you can do

Review the SSL implementation guide and ensure that your SSL certificate is valid.

Ad policy conflict with runtime context

Your creative is being filtered because the context of the inventory was incompatible with ad content, according to ad policy. This filtering reason corresponds to callout status code 151.

Learn more about what you can do

Use Creative explorer under Bidding in AdX to check the details of the creative and fix any policy issues found. 

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Learn how to troubleshoot bid response filtering.

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