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Mobile advertising IDs

In mobile apps, there are no cookies. Instead, Ad Exchange uses user-resettable identifiers provided by the mobile device’s operating system. Typical advertising IDs are AdID (Android) and IDFA (Apple). Mobile In-app advertising IDs allow developers and marketers to track activity for advertising purposes. They’re also used to enhance serving and targeting capabilities.

Ad Exchange passes the advertising IDs via Real-Time Bidding (RTB) to buyers to target mobile app inventory in bid requests. The advertising ID is encrypted to provide security during RTB transmission. See the buy-side technical documentation for details.

These advertising IDs allow buyers to match their data about users to the user behind an impression received from an exchange. This promotes effective remarketing, frequency capping, and conversion tracking on DoubleClick Ad Exchange inventory. In addition, it enables advertisers to more effectively measure the performance of their campaigns through improved tracking and attribution, which will unlock new monetization opportunities for publishers.

Advertising IDs are also not sent to buyers if:
  • You apply all the below blocking settings under "Cookies and data uses (non-Google Demand)" in a blocking rule:
    • Data collection
    • Interest-based category cookies
    • Remarketing list cookies
  • You indicate that your app is child-directed.
  • The user turns on limit ad tracking – LAT (iOS) or opts out of interest-based ads on Android devices.

To better inform your audience about how advertising IDs from their device will be used, we require that publishers using mobile advertising IDs comply with the disclosure requirements in the "In-App Ad Remarketing" provisions of the Ad Exchange Seller Program Guidelines.

With the release of iOS 6, Apple replaced its Unique Device Identifier (UDID)(which allowed developers and marketers to track activity on the phone, such as app purchases, delivering push messages, or any other activity unique to that iPhone) with a new, privacy friendly, user resettable Identifier for Advertising (IDFA).
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