Table of Contents
Overview
Customers can target more than just the cookie ID and mobile device IDs. Customers who operate their own supply or maintain their own ID graph are able to target based on a first party user identifier. The platform supports the ability to:
- Specify a field within the openRTB bid request that contains a first party user identifier
- Upload users of that ID type to segments in the platform
- Match auctions against users with this ‘Customer ID’.
Customers also have the ability to Frequency Cap on these identifiers.
This feature removes the need for cookie match/sync and hosted match tables, which results in 100% match rate and can provide a significant increase in scale to user-targeted campaigns.
Enabling Custom ID Spaces on Bidder
To begin using this advanced feature, contact with the account representative is required. Enabling the feature involves a small amount of setup work to ensure the Customer ID is correctly mapped to the appropriate field in the bid request.
To initiate this process, the following information must be provided:
Exchange documentation used in the supply integration
Clear identification of the field in bid requests that represents the first-party cookie ID. This is typically user.id, though in some cases it may be included in an extension field, depending on the customer’s implementation.