How should an SSP handle Anonymised audiences

An SSP will need to parse bid requests to identify those with Anonymised ID Less audience segments. Identification can be made by

• user.data.ext.segtax = 1000

• and user.data.name = anonymised.io

Although the segtax field should be sufficient.

Real-Time Segment Synchronisation

The SSP should parse the bid requests on their bid adaptor and:

• Match traffic where segtax 1000 is present

• Look up the segment IDs in active curated deals (targeting criteria)

• Append the matching deals IDs to the bid request as follows:

...
"imp":[
      {
        ...
         },
         "pmp":{
            "private_auction":0,
            "deals":[
               {
                  "id":"PM-YXAN-7246",
                  "bidfloor":0.613863,
                  "wseat":[
                     "1254042183"
                  ],
                  "at":1
               }
            ]
         },
         "ext":{
            "headerbidding":{
               "present":1
          }
        }
    }
]
...

• Pass the bid request onto the DSP without necessarily throttling or shaping out ID Less traffic - we appreciate QPS rules need to be catered for but with an active DSP participating in bidding on ID Less bid requests the incumbent shaping/sampling processes should not need to be so rigidly implemented for such traffic.

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