OpenRTB 规范中的扩展标识符（Extended Identifiers）支持使买方能够在实时竞价中使用受众数据。本对象可包含来自单一来源或技术提供者的一个或多个 UID。交易平台应确保商业协议允许发送此类数据。关于这些字段使用的更多说明，参见实施指引第 7.12 节。译稿校对中ENExtended 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 | 导致该 ID 数组元素被添加的实体（发布方、发布方变现公司、SSP、交易平台、Header Wrapper 等）的规范域名。若系统的运营域名与母公司域名不同，可使用运营域名，以便通过 WHOIS 与反向 IP 查询确认委托系统的所有权。若存在 ads.txt 文件，本取值应与其中标识卖方所用的值一致。对广告技术中介，此处为 ads.txt 中所用的域名；对发布方，则应与 site 或 app 对象中的域名一致。译稿校对中ENThe 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 | 该 ID 的规范域名（canonical domain）。译稿校对中ENCanonical domain of the ID. |
| matcher | string | 提供 mm 所定义匹配方式的技术方。某些情形下可与 inserter 同值；为空时，假定 matcher 等于 source；当 mm 为 0、1 或 2 时可省略。译稿校对中ENTechnology 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 | matcher 所用的匹配方式（match method）。参见 AdCOM 1.0 列表：ID 匹配方式（List: ID Match Methods）。译稿校对中ENMatch method used by the matcher. Refer to List: ID Match Methods in AdCOM 1.0枚举 ID Match Methods · 7 个值0Unknown 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[] | 来自给定来源的扩展 ID UID 对象数组（参见扩展标识符 UID 对象，第 3.2.28 节）。译稿校对中ENArray of extended ID UID objects from the given source. Refer to the Extended Identifier UIDs object (Section 3.2.28) |
| ext | object | 供交易平台（exchange）对 OpenRTB 进行专属扩展（exchange-specific extensions）的占位对象。译稿校对中ENPlaceholder for exchange-specific extensions to OpenRTB. |
译注
译者注EID 的定位：扩展标识符（Extended Identifiers）支持买方在实时竞价中使用受众数据；一个 EID 对象可包含来自单一来源或技术提供者的一个或多个 UID。使用前提：交易平台须确认商业协议允许发送此类数据（另见实施指引第 7.12 节）。译稿校对中
inserter / source / matcher 的三方关系：source 是 ID 的归属方（如 uid2.com、id5.io），inserter 是实际将该 ID 写入请求的一方，matcher 是完成 ID 匹配的技术方；三者可能相同也可能不同，mm 声明匹配方式（确定性/概率性等）。解析时应按 source 归组 ID，避免跨提供方混淆。译稿校对中
隐私合规前提：EID 承载的是跨方用户标识，传递需有合法基础（同意或正当利益）；TCF/GPP 框架下应核对目的（purpose）合法性后再消费这些 ID。译稿校对中
字段描述收录自 IAB Tech Lab OpenRTB 2.6 官方规范（CC-BY 3.0）· 枚举值来源 AdCOM 1.0 · 初稿校对中