Overview

Buyer Cloud offers advanced targeting capabilities that extend beyond traditional cookie IDs and mobile device IDs. Customers who operate their own supply or maintain their own ID graph can leverage first-party user identifiers for more precise targeting.

This system allows customers to:

• Specify a field within the OpenRTB bid request containing a first-party user identifier.
• Upload users of that ID type to segments in Buyer Cloud.
• Match auctions against users with specific Customer IDs.

Customers can also apply frequency capping on these identifiers, ensuring better control over ad exposure. This feature significantly enhances targeting efficiency by eliminating the need for cookie match/sync and hosted match tables. As a result, it achieves a 100% match rate and can substantially increase the scale of user-targeted campaigns. This advanced targeting approach is particularly beneficial for customers with their own supply or ID graph, offering greater flexibility and precision in advertising efforts.

Enable Custom ID Spaces

The following information must be provided in order to initiate this process:

1. Exchange documentation used in the supply integration.
   
   

2. 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 implementation.