SSP Bid Adaptor

Configuration of header bidding and expectations of the SSPs Bid Adaptor:

An example of how our IDless audiences are passed in the bid request to the SSPs bid adaptor is shown opposite
As most SSPs ingest IDless audiences by considering them as First-party data signals.
We use Prebid’s 1PD definition to pass our segments in the ortb2.x.user.data.segment object
To distinguish our IDLess signal from any other, we adopt the IAB’s segment taxonomy (segtax) standard
Our default segtax value is 1000
This appears in the ortb2.x.user.data.ext.segtax object

CODE

...
 "user":{
     ...
     "data":[
        {
           "name":"anonymised.io",
           "segment":[
              {
                 "id":"18112"
              },
              {
                 "id":"default"
              }
           ],
           "ext":{
              "segtax":1000
           }
        }
     ],
     ...
  }
}
...

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An exception exists:

Xandr (appnexus bid adaptor) ingests First-party data as keywords and the ortb2.x.user.keywords object is used instead.