Table of Contents


Overview

If looking to create a segment server-side from a postback, here are some common use cases:

  • In-app: Excluding users who have installed the app, retargeting installed users for in-app events, or encouraging new sessions for lapsed users.
  • Desktop: Adding users to segments without needing to tag the website.

How it Works

This postback tag will be the URL of a Segment Tag with additional parameters. Users should replace [USER_ID] with the actual user ID of the respective type indicated in the user_id_type parameter.

For segmenting on in-app events, ensure your postback vendor can fire additional postbacks to the conversion or event postback at the time of the event. It is not necessary to differentiate the postback by mobile OS; one device ID postback tag (either Android AD_ID or iOS IDFA) will capture all device IDs.

User ID Types:

  • For Android:
    &user_id=[USER_ID]&user_id_type=AD_ID

  • For iOS:
    &user_id=[USER_ID]&user_id_type=IDFA

  • For Desktop or Mobile Web (Note: requires a cookie sync with FreeWheel):
    &user_id=[USER_ID]&user_id_type=BEESWAX

  • For IP addresses:
    &user_id=[IP_ADDRESS_ESC]&user_id_type=ip_address

Example
Original segment URL:

https://segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43

Postback URL for iOS (as an example):

https://segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id=ABCD-1234-BNGM-5678&user_id_type=IDFA

Data Center Consideration
If operating in multiple regions (NAM, EMEA, or APAC), specify the data center where the user should be stored. Augment the URL with the region to dictate the storage location; otherwise, the user will be stored in the closest data center.

Examples of server-side segment postbacks with data center specification:

  • EMEA:

    https://emea.segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id=ABCD-1234-BNGM-5678&user_id_type=IDFA

  • NAM:

    https://nam.segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id=ABCD-1234-BNGM-5678&user_id_type=IDFA

  • APAC:

    https://apac.segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id=ABCD-1234-BNGM-5678&user_id_type=IDFA

How to Sequentially Target or Exclude a User Who Has Already Seen an Ad in an App or CTV Environment

To retarget or exclude a user who has seen your ad in an app or CTV environment:

  1. Navigate to Trafficking > Segments > New Segment.

  2. Save & generate the tag.

  3. Use a segment postback as described above and add it as a pixel in the creative(s) for the initial line item. Include the {{USER_ID}} macro in the value of the USER_ID parameter of the postback:
    https://segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id={{USER_ID}}&user_id_type=IDFA
  4. Target the new segment (e.g., buzzbuzz-43) on a separate line to retarget or exclude users who have seen an ad.

For CTV environments, use the following:

Set the user_id field to {{IP_ADDRESS_ESC}} and user_id_type to ip_address:

https://emea.segment.prod.bidr.io/associate-segment?buzz_key=buzzbuzz&segment_key=buzzbuzz-43&user_id={{IP_ADDRESS_ESC}}&user_id_type=ip_address