title | description | hide_table_of_contents | sidebar_position | use_banner | banner_title | banner_description | displayed_sidebar |
---|---|---|---|---|---|---|---|
DSPs |
Information summary for demand-side platforms (DSPs). |
false |
6 |
true |
UID2 Overview for DSPs |
Enable data strategies with a more durable identifier. |
sidebarDSPs |
import Link from '@docusaurus/Link';
As a demand-side platform (DSP, media-buying platform), you can facilitate identity strategies that leverage Unified ID 2.0 (UID2) to facilitate the following:
- First-party data activation for advertisers
- Inventory monetization for publishers
Learn about benefits, workflow, documentation, and other resources for DSPs adopting UID2, as well as instructions for getting started.
:::note If you want access in the left sidebar to the full set of UID2 documentation, see Unified ID 2.0 Overview. :::
Here are just some of the intended benefits for DSPs using UID2. You can:
- Upgrade identity resolution with an authenticated ID.
- Reduce dependency on third-party cookies.
- Execute omnichannel and cross-device frequency management and suppression.
- Facilitate first-party data activation with a more privacy-conscious standard for ID encryption.
- Aim to develop future-proof models with deterministic data.
- Maintain addressable audience targeting.
- Offer opt-out, with the goal of improving consumer privacy controls.
- More accurately measure campaigns with or without third-party cookies.
The following steps provide a high-level outline of the workflow intended for DSPs that transact on UID2s in the bid stream.
The following processes occur in the background:
- The advertiser and/or data provider passes first-party and third-party audience segments to the DSP.
- The DSP syncs with the UID2 Operator to receive decryption keys.
- The DSP listens to opt-out requests from the UID2 Operator.
The following steps occur for each bid/ad impression:
- A bid request is passed into the bid stream with the UID2 token.
- The DSP receives the bid request with the UID2 token from the bid stream.
- The DSP:
- Decrypts the UID2 token into a raw UID2.
- Checks to see if the user opted out and, if so, does not bid.
- Matches the raw UID2 to an audience segment.
- The DSP sends a bid response to the bid stream with the UID2 token.
To get started, follow these steps:
-
Request access to UID2 by filling out the form on the Request Access page.
-
Implement a webhook to receive UID2 opt-out information, and share the webhook with the UID2 administrator.
-
Confirm that you are receiving the opt-out feed via the webhook.
When the webhook is in place, you'll receive your credentials (see UID2 Credentials).
-
Decide which implementation option you want to use.
-
If you're using an SDK, download the SDK. Refer to the applicable SDK guide.
-
Follow the instructions in the implementation guide for the option you chose.
:::note Be sure to encrypt request messages to UID2. For details, see Encrypting Requests and Decrypting Responses. :::
-
(Conditional) If you want to implement a CRM onboarding solution, request a separate set of credentials for the data provider workflow. See UID2 Credentials.
-
Test.
-
Go live.
The following documentation resources are available for DSPs to implement UID2.
Type | Documentation | Content Description |
---|---|---|
UID2 SDK for Java | UID2 SDK for Java Reference Guide | An SDK for anyone using Java server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2. |
UID2 SDK for Python | UID2 SDK for Python Reference Guide | An SDK for anyone using Python server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2. |
UID2 SDK for C# / .NET | UID2 SDK for C# / .NET Reference Guide | An SDK for anyone using .NET server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2. |
UID2 SDK for C++ | UID2 SDK for C++ Reference Guide | An SDK for anyone using C++ server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2. |
Integration Guide | DSP Integration Guide | This integration guide for DSPs covers handling UID2s for bidding and honoring user opt-outs. |
For a list of frequently asked questions for DSPs using the UID2 framework, see FAQs for DSPs.