Table of Contents
Overview
Customers can utilize Advanced Filtering to filter incoming traffic on User IDs (Cookie, Device ID, Liveramp IDL, IP addresses, and Customer ID). This feature allows you to further customize the volume and nature of bid requests coming through to your bidder.
User ID Filtering
There are two options for filtering on User IDs:
- Realtime User Filtering (RUF): This filters traffic based on all 1st 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 1st party segments:
- Cookie IDs (BITO)
- Device ID (MAIDs)
- RampID
- IP Address
- Customer ID
Also, you can enable cross-device amplification on your RUF inventory that is supported with FreeWheel ID Network, Tapad, and LiveRamp. Reach out to your CSM to activate this feature.
- Segment Filtering: This filters traffic based on specific segments (1st or 3rd party) 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.
Please note, deactivating a 1st party segment in Buzz UI does not delete users from the segment and subsequently, remove them from traffic filtering.
Additionally, Beeswax supports filtering of QPS based on lists, either include or exclude. Upon adding new list items in Buzz to the desired list on which filtering is already set, we will begin sending traffic from the item if it is included in an INCLUDE list and halt sending traffic if it is included in an EXCLUDE list.
Please note that regardless of your QPS filtering, you should ALWAYS use the line item to target exactly what you want to bid against. While our QPS filtering is very robust, it is not designed to act as targeting. For example, if you want to exclude domains from targeting, you should do you on your line item in addition to 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. |