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Target mobile apps with IDFA or AAID

Ad Exchange supports passing the Identifier for Advertising (IDFA) or the Google Advertising ID (AAID) in mobile application inventory bid requests.

Identifier for Advertising (IDFA) for iOS devices

Every iOS device comes with an identifier that allows developers and marketers to track activity for advertising purposes. It may be used by advertisers to run remarketing campaigns and record purchasing or downloading conversions.

With the release of iOS6, the Unique Device Identifier (UDID) is replaced by the Identifier for Advertising (IDFA).

The IDFA has two key features:

  • It can be reset by the user at any time.
  • Users can opt out of all remarketing by enabling a device setting called "Limit Ad Tracking" (LAT), which restricts advertisers from using the IDFA for behavioral advertising.*

Learn more in the iOS Developer Library.

* Ad Exchange will not pass the IDFA if the LAT preference is enabled on a user’s device.

Google Advertising ID (AAID) for Android devices

Inventory bid requests from Android devices pass the AAID, which provides the same type of device-specific, unique, resettable ID for advertising as the IDFA. The ID for tablet devices with multiple users may also be unique per user.

All of the features, encryption and technical details for IDFA also apply to the advertising ID.

Bidder support for mobile identifiers

Ad Exchange passes the identifier values in the mobile.encrypted_advertising_id field in the bid request. This field will contain either an IDFA or AAID value.

The value of AAID is always clear (unhashed), but IDFA can either be clear or hashed. If the bid request has a clear value, you can use the platform field to determine if it’s iOS or Android. Hashed IDFA values use the mobile.encrypted_hashed_idfa field, instead.

For detailed developer documentation, see the DoubleClick Ad Exchange Real-Time Bidding (RTB) Protocol, the information on User Data Treatments, or learn how to decrypt the Advertising ID.

Publisher opt-out

If a publisher has opted out of all three data controls related to mobile in-app (data collection, remarketing, and interest-based targeting), the bid request will not include an identifier.

Learn more about blocking ads and publisher settings.

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