User§3.2.20 · Bid Request
This object contains information known or derived about the human user of the device (i.e., the audience for advertising). The user id is an exchange artifact and may be subject to rotation or other privacy policies. However, when present, this user ID should be stable long enough to serve reasonably as the basis for frequency capping and retargeting.
| Attribute | Type | Description |
|---|---|---|
| id | string | Exchange-specific ID for the user. Unless prior arrangements have been made between the buyer and the seller directly, the value in this field is expected to be the exchange’s user ID from its cookie. |
| buyeruid | string | Buyer-specific ID for the user as mapped by the exchange for the buyer. Unless prior arrangements have been made between the buyer and the seller directly, the value in this field is expected to be derived from an ID sync. (see Appendix: Cookie Based ID Syncing) |
| yob deprecated · 2.6 | integer | Deprecated as of OpenRTB 2.6. |
| gender deprecated · 2.6 | string | Deprecated as of OpenRTB 2.6. |
| keywords | string | Comma separated list of keywords, interests, or intent. Only one of keywords or kwarray may be present. |
| kwarray | string[] | Array of keywords about the user. Only one of keywords or kwarray may be present. |
| customdata | string | Optional feature to pass bidder data that was set in the exchange’s cookie. The string must be in base85 cookie safe characters and be in any format. Proper JSON encoding must be used to include “escaped” quotation marks. |
| geo | object | Location of the user’s home base defined by a Geo object (Section 3.2.19). This is not necessarily their current location. |
| data | object[] | Additional user data. Each Data object (Section 3.2.21) represents a different data source. |
| consent | string | When GDPR regulations are in effect this attribute contains the Transparency and Consent Framework’s Consent String data structure. |
| eids | object[] | Details for support of a standard protocol for multiple third party identity providers (Section 3.2.27). |
| 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