Table of Contents
Overview
Advanced Filtering enables the filtering of incoming traffic based on User IDs, including Cookies, Device IDs, IP addresses, and First-Party Customer IDs. This feature provides greater control over the volume and type of bid requests sent to the bidder. Updates to an Advanced Filtering list are generally applied within one hour and are fully effective within two hours.
User ID Filtering
There are two options for filtering on User IDs:
- Realtime User Filtering (RUF): This filters traffic based on all first-party segments for a customer. Traffic is filtered as soon as the user is added to a segment. This is ideal for retargeting use cases. RUF uses the following IDs to search for first-party segments:
- Cookie IDs (BITO)
- Device ID (MAIDs)
- RampID
- IP Address
- Customer ID
Also, cross-device amplification can be enabled on inventory that is supported with FreeWheel ID Network and LiveRamp. Please speak with your account representative to activate this feature.
- Segment Filtering: This filters traffic based on specific segments and can be used to include or exclude users. Segments are updated asynchronously and not updated in realtime for filtering, so this is not ideal for retargeting use cases. Customers can use up to 10 segments for Segment Filtering and they must be under 5,000,000 distinct IDs in each segment.
Please note, deactivating a first-party segment in UI does not delete users from the segment and subsequently, remove them from traffic filtering.
FreeWheel also supports QPS filtering using include or exclude lists. When new items are added in Buzz to a list that already has filtering applied, traffic will begin flowing from the item if it is on an INCLUDE list, and will stop if it is on an EXCLUDE list.
It is important to note that QPS filtering is not a substitute for targeting. Even when using QPS filters, line items should be configured to explicitly target the desired inventory. For example, to exclude specific domains from targeting, exclusions should be applied directly within the line item in addition to any QPS filtering.
| Filtering Mode | Use Case |
|---|---|
| Domain List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| App Bundle List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| App List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| App Name List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| Deal ID List | Tapping into Unique Supply for which a customer has multiple private marketplace deals |
| Placement ID List | INCLUDE/EXCLUDE List of best/worst performing placement IDs |
| Publisher ID List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| Site ID List | INCLUDE/EXCLUDE List for performance, suspicious activity, and brand safety. |
| Zip Code List | INCLUDE/EXCLUDE List specific zip codes for geotargeting |
| Segment Include | Listen to traffic on matched users (cookie, device ID, or IP Address) - typically used for retargeting |
| Segment Exclude | Exclude traffic on matched users (cookie, device ID, or IP address) - can be used for devices that have already converted, potentially fraudulent IP addresses, etc. |