EID§3.2.27 · Bid Request
Extended identifiers support in the OpenRTB specification allows buyers to use audience data in real-time bidding. This object can contain one or more UIDs from a single source or a technology provider. The exchange should ensure that business agreements allow for the sending of this data. See [Section 7.12 of Implementation Guidance](implementation.md#idmm) for additional notes regarding the use of these fields.
| Attribute | Type | Description |
|---|---|---|
| inserter | string | The canonical domain name of the entity (publisher, publisher monetization company, SSP, Exchange, Header Wrapper, etc.) that caused the ID array element to be added. This may be the operational domain of the system, if that is different from the parent corporate domain, to facilitate WHOIS and reverse IP lookups to establish clear ownership of the delegate system. This should be the same value as used to identify sellers in an ads.txt file if one exists. For ad tech intermediaries, this would be the domain as used in ads.txt. For publishers, this would match the domain in the site or app object. |
| source | string | Canonical domain of the ID. |
| matcher | string | Technology providing the match method as defined in mm.In some cases, this may be the same value as inserter. When blank, it is assumed that the matcher is equal to the sourceMay be omitted when mm=0, 1, or 2. |
| mm | integer | Match method used by the matcher. Refer to List: ID Match Methods in AdCOM 1.0Enum ID Match Methods · 7 values0Unknown 1No Match No matching has occurred. The associated ID came directly from a 3rd-party cookie or OS-provided resettable device ID for advertising (IFA). 2Browser Cookie Sync Real time cookie sync as described in Appendix: Cookie Based ID Syncing of OpenRTB 2.x 3Authenticated ID match was based on user authentication such as an email login or hashed PII 4Observed ID match was based on a 1st party observation, but without user authentication (e.g. GUID, SharedID, Session IDs, CHIPS or other 1st party cookies contained in localStorage) 5Inference ID match was inferred from linkage based on non-authenticated features across multiple browsers or devices (e.g. IP address and/or UserAgent) 500+Vendor Specific |
| uids | object[] | Array of extended ID UID objects from the given source. Refer to the Extended Identifier UIDs object (Section 3.2.28) |
| ext | object | Placeholder for exchange-specific extensions to OpenRTB. |
Field descriptions are published in the official IAB Tech Lab OpenRTB 2.6 spec (CC-BY 3.0) · enumeration values sourced from AdCOM 1.0 · first-draft proofreading