Authorized Buyers 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
For users who have accepted an app's App Tracking Transparency (ATT) prompt, the iOS device provides an identifier that allows developers and marketers to track activity for advertising purposes. It allows developers and marketers to track activity for advertising purposes, including for targeting, frequency capping, and conversion attribution.
The IDFA has two key features:
- It can be reset by the user at any time.
- Users can opt out of IDFA powered remarketing by
a. On older devices (pre-iOS 14.5), enabling a device setting called "Limit Ad Tracking" (LAT), which restricts advertisers from using the IDFA for behavioral advertising*
b. On new devices (iOS 14.5+), rejecting the ATT prompt
Learn more in the iOS Developer Library.
* Authorized Buyers 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
Authorized Buyers 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.
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.