What Goes in the adm Field

Purpose

This document explains the practical role of the adm field in an OpenRTB bid response.

Key Takeaways

• adm can be understood as the creative markup payload that the publisher-side runtime will render after the auction.
• In display flows, it may contain HTML or script markup; in video flows, it is often connected to VAST.
• adm is therefore not just a string field but a key handoff point between auction output and runtime rendering.

Concept Flow

Draft Structure

1. Why adm matters

• It is central to post-auction creative delivery.
• It helps connect bidding, rendering, and tracking behavior.

2. What it may contain

• display markup
• script-based creative
• VAST XML or related video markup

3. What must be considered with it

• macro substitution
• click and impression trackers
• verification tags

Prerequisite Concept

• What Is OpenRTB

Next Document

• Introduction to Discrepancy and Reconciliation