Pass resettable device identifiers
for user targeting

It is strongly recommended that you pass user identifier data on ad requests to provide additional buying signals for advertisers, increasing the value of your inventory.

Device identifiers for mobile phones, video game consoles, and over-the-top (OTT) streaming devices, can be used to enhance ad serving by allowing developers and marketers to target based on user activities. In non-browser environments where there are no cookies, they also allow buyers to apply critical features that enable additional demand, such as frequency capping. This type of user targeting is similar to how cookies can be used with web browsers.

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Device identifiers are provided by the device operating system and can be reset by the user. The value of the identifiers are a string and contain 36 characters (32 alphanumeric characters and four hyphens). The characters are grouped in the form 8-4-4-4-12. For example, 123e4567-e89b-12d3-a456-426655440000. You can use the device ID macro to propagate the identifier to a third-party ad network.

Device identifier availability per device type

Available devices to pass a resettable device identifier are: Android phones, Apple phones (iOS), AppleTV (tvOS), Chromecast, Roku, and Xbox. To pass a resettable device identifier when you are not using a Google ads SDK, the following parameters must be appended to the ad request URL (all 3 must be present):

Parameter Description Value

A resettable device identifier that can be updated by the user at any time.

For example, a Google AdID, an Apple IDFA, an Amazon AFAI, a Roku RIDA, or an Xbox MSAI.

Type: string

Pass the Universally Unique Identifier (UUID), in the format described above.

For example:



"Limit Ad Tracking" (LAT) enables users to opt-out and therefore restrict advertisers from targeting based on user behavior.

It is a requirement of Google and Google Marketing Platform policies to ensure that user choices are accurately adhered to when data is passed on ad requests. 

Type: boolean

Possible values:

Pass one of the following values, depending on user choice:

  • 0: User has not chosen to limit ad tracking
  • 1: User has chosen to limit ad tracking
idtype The type of device.

Type: string

Possible values:

Pass the following for each device where this is supported (values are case sensitive):

  • adid: Android and Chromecast *
  • idfa: Apple phones (iOS) **
  • afai: Amazon
  • msai: Xbox
  • rida: Roku
  • tvOS: AppleTV (tvOS)

If you use Ad Exchange, you should disclose in your privacy policy how the advertising IDs from user devices will be used. Learn more about advertising ID usage in Ad Exchange.

Ad requests that pass device identifiers are required to be secure (https). While our SDKs ensure this, if they are not used and the request passing a device identifier is not secure (http), the identifier is not shared with third-party buyers in Ad Exchange.

  * Google Android provides the advertising ID through the Google Play Services SDK. At any time, users can check their advertising ID, reset it, or opt out from interest-based ads by disabling it. You can find more information in the Android developer documentation.

** With the iOS6 release, Apple launched this Identifier for Advertising (IDFA) as a new, privacy-friendly, user-resettable identifier for Advertising. The IDFA replaces the Unique Device Identifier (UDID).

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